Esquire Runway, which topped the mainland box office after its first week of release, is a film based on Esquire China, which includes alliances with sponsors Cadillac, Louis Vuitton, Martell and L’Oreal (Media, 15 May).
Trends GM and associate publisher Shirley Zhang Xiao-dong pointed out that the strategy would be extended into TV for a launch of ‘Cosmopolitan China’ early next year.
"I need half a year to prepare an interesting, down-to-earth TV series, that is close to the regular white-collar mass public, to let TV audiences understand the development of the luxury industry in China in the last decade," said Zhang.
European audiences may like documentaries, but Chinese audiences still prefer watching love stories.
Trends Group will soon put out advertisements to recruit suitable TV writers and producers who understand the luxury industry.
It is still at the initial stage, but I have my objectives, added Zhang. The luxury lifestyle and fashion industry is still quite a niche industry in China.
The TV series is expected to roll out in Beijing, Shanghai and Guangzhou first, before expanding into second and third tier cities, and satellite TV.