Erdos Cashmere Group has launched two new brands – Erdos and Erdos 1980 – at the Group’s Cashmere Rejuvenate event in Beijing. Erdos Cashmere Group’s brand strategy and communications partner Ogilvy & Mather Beijing helped develop the strategy for their communications plan, while Brand Union, a WPP Group company, designed the brand’s new visual identity.
“As middle class consumption habits change, many traditional Chinese brands are faced with the challenge of adapting to diverse new tastes and the emergence of new young consumer groups,” said Sandy Ng, Managing Director of Ogilvy & Mather Advertising Beijing.
“But this also provides an exciting opportunity, and we are honored that Erdos Cashmere Group has given us this chance to work with them in innovating their brand strategy and help this unique fashion icon build its influence on the world stage.”
Founded in Inner Mongolia and one of the first major brands to emerge after the start of China’s Reform and Opening period in 1979, Erdos Cashmere has become synonymous with luxury cashmere in China.
“Working with Ogilvy & Mather, we want to use fashion to bring cashmere into a new era, letting consumers enjoy a range of new experiences and surprises,” said Dai Tana, Executive Deputy General Manager, Erdos Clothing Company. “Ogilvy & Mather has a deep understanding of our consumers and offered many creative solutions to help Erdos Cashmere Group clearly define our brand and help our company more effectively reach a range of different consumers in the future.”