The MW Michael Wong by Rimowa collection consists of a three cases, all of which feature 'MW' and 'Access all areas' logos. They also incorporate four circular designs meant to depict music, film, accessories and travel—aspects of Wong’s lifestyle and various roles as celebrity, pilot, ‘style maverick’ and family man.
This crossover luggage collection is now being sold in Rimowa stores in Hong Kong, Macau, China, Taiwan, Japan, Korea, Singapore, Malaysia, Thailand, Vietnam and Indonesia.
Known for his rugged good looks and for his action roles in Hong Kong movies, Wong is portrayed in the print ad for Rimowa as a 'successful man with a plane to catch'.
As part of the marketing campaign, the first 30 customers to purchase of the full collection at Rimowa's Hong Kong and Macau stores will win a chance to fly around Hong Kong on a helicopter flown by Wong himself.
Bibiana Ho, a marketing executive at Rimowa Hong Kong, told Campaign Asia-Pacific that such crossover marketing initiatives will not become a regular feature in order to keep the brand’s heritage.
Established in 1898, Rimowa's target consumers are business travelers, design lovers and those willing to invest in quality goods, which meshes well with the growing affluent population and increasing number of business travelers in the region.
Rimowa CEO Dieter Morszeck, who represents the third generation of his family to head the company, said: “We collaborated with Michael Wong as both of our brands share some striking similarities; this entire collection essentially reflects our adventure-seeking attitude to life.”
Crossover marketing is becoming more popular among brands looking to broaden their customer base. Recent examples includeLouis Vuitton and contemporary Japanese artist Yayoi Kusama; Pepsi and A Bathing Ape; Pepsi and Lays; Mini and Puma; Vespa and adidas; Eva Airways and Hello Kitty; Angry Bird and Wellcome Supermarket; Uniqlo with Jil Sander and Undercover; H&M and many designers and celebrities, including Madonna, Versace, Maison Martin Margiela and the latest partnership with David Beckham; Uniqlo with Jil Sander; Jeremy Scott and Swatch; and Paul Smith with Barbour F/W12.
Christine Pong, creative partner of Hong Kong homegrown creative agency Twohundred, told Campaign Asia-Pacific that crossover marketing is "fundamentally all about added value and credibility". She said marketers should ask whether "the crossover adds value to the brand equity, and does the celebrity have the right association and credibility in designing or even making the products?"
Pong pointed out that being a star or a singer or a model does not necessarily mean one has an eye or taste for coming up with good products or merchandise. "I have seen ugly shoes or handbags designed by famous ladies in town," Pong said. "I cannot imagine a customer wanting to wear or buy them because it was touched by so and so."
She added that clients are hoping to leverage the fame and popularity of the celebrities, but many tend to see that as a easy fix for an aging or fading brand. "I personally think Michael Wong's image fits Rimowa, but how fitting he is in luggage products is something to wait and see."
Alan Couldrey, CEO of The Brand Union also commented, "I think brands are, in this context, like friends the consumer already knows and trusts, so seeing them together and pairing off in this way can be very powerful. It's all part of our increasingly linked-up world."
However he pointed out that the downsides also multiply if one partner falls short of expectations. "And no one marketing team has full control, so it's important to think through the full implications," he said.
