WE, which has been charged with overseeing the communications strategy for the chain - expected to be called HV (Her Village) Love - has also been asked to contribute on the brand design and architecture fronts, along with product development.
Viveca Chan, chairman and CEO of WE Marketing, said the key would be to differentiate the brand from a raft of local and global competitors, creating buzz around the chain’s launch, although she declined to reveal further details. “It’s a real marketing job, even before we’ve started talking about the advertising communications, and we’re involved a lot in the design,” said Chan, adding that WE was currently working on brand positioning.
HV Love, which is expected to target white collar women in China, who wield significant purchasing clout, will be promoted through Yang’s extensive Sun Media network, which includes television, women’s magazines and online, although it’s not clear in which cities the outlets will open doors initially.
The chain has also signed a partner arrangement with Celine Dion’s eponymously-named jewellery brand, which will be carried exclusively in the stores from launch.
Media planning and buying will be handled in-house.
