Tag Archives: dunhill

Dunhill Fuses Brand And Lifestyle In Shanghai

Bar, Part Of Dunhill Flagship Store At Plaza 66, Extends Dunhill’s British Style  And Traditional Atmosphere

The Aquarium by Kee in Plaza 66, Photo © Shanghai Daily

The Aquarium by Kee in Plaza 66, Photo © Shanghai Daily

Plaza 66, a sprawling office and mall complex in Shanghai’s Jing’an District, recently unveiled the new Aquarium by Kee bar, part of the Alfred Dunhill flagship store. Designed to be an after-work sanctuary for the area’s businesspeople, the 40-seat bar extends Dunhill’s sophisticated style to every aspect of its decor as well as its drinks list.Unique marketing efforts like this are nothing new to Dunhill’s China operations, which last year built the world’s fourth Alfred Dunhill “Home” in Shanghai, following London, Paris, and Tokyo. These “Homes” are designed to represent the sort of lifestyle promoted by Dunhill (as well as their products), and function as private clubs that, as Dunhill CCO Sven Gaede said, “are not just retail environments, but will also incorporate ancillary services such as a club, restaurant, spa, and barber shop, as well as bespoke tailor services and Bentley chauffeur services.”

In Shanghai, Dunhill is extending their exclusive marketing tack to appeal to many (primarily male) luxury buyers’ desire for “sanctuaries.” With few places remaining in this bustling city to have a calm drink or relax among other businesspeople, Dunhill is basically importing the old British model of the men’s club to Shanghai, where China has always had its own versions of this. Mixing them together — and throwing retail into the mix — Dunhill is scoring what I would consider a marketing coup. Brand-Lifestyle tie-ins have become incredibly successful in Asia in recent years (Just look at the “Passion for Creation” exhibition in Hong Kong), and Dunhill’s male-centric strategy will probably pay dividends. Their brand is already well-established in China among middle-aged luxury consumers, so they have to go beyond simple brand-building to brand sustainability and flexibility — what works in Shanghai may not work in Beijing or Chongqing.

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Outlook for Luxury Goods Rough…Outside of China

Luxury Brands Relying On Demand From BRIC Countries To Get Them Through Economic Crisis

The economic crisis hasn't dimmed the hopes of Dunhill's China Managing Director Jonathan Seliger for the brand's viability in the Chinese market. Photo © Mick Ryan.

The economic crisis hasn't dimmed the hopes of Dunhill's China Managing Director Jonathan Seliger for the brand's viability in the Chinese market. Photo © Mick Ryan.

The growing economic clout of the BRIC countries – Brazil, Russia, China, and India – continues to buoy luxury brands, helping to counteract the drop in demand from more established global markets. As luxury brands report their earnings from the first four months of 2009, we can clearly see that the plummeting demand in North America, Europe, and Japan has been somewhat devastating.

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