Max Mara2022 Autumn and Winter Classic Coat Advertising Blockbuster
Picture source: Max Mara
As one of the earliest international brands to discover the huge potential of the Chinese market, Max Mara entered the Chinese market in 1993 and has quickly expanded its territory since then. Today, the eight brands under the Max Mara Group have about 300 stores in mainland China.
In order to meet the changes in China's consumption trends, this 71-year-old fashion brand entered Tmall Luxury last year and recently opened a brand flagship store on JD . According to the "Insight Report on Digital Trends of China Luxury Market" jointly released by BCG and Tencent in 2021, the average age of Chinese luxury consumers is 28 years old, which is exactly ten years lower than the global average of 38 years old, and this group is accustomed to ordering luxury goods with high unit prices online. Therefore, Max Mara attaches great importance to 's digital transformation to .
However, even if young Chinese consumers are keen on online shopping and have a special liking for luxury goods, as digital natives, they also have high requirements for brands. They believe that brands should provide consumers with seamless online and offline shopping experiences, and look forward to refreshing and fun marketing concepts; they prefer luxury brands that have artistic and cultural heritage and are in line with their own ideas and values. It is obvious that there is no foolproof shortcut to conquer the hearts and wallets of Generation Z.
Against this background, Max Mara has recently comprehensively upgraded its Chinese market strategy. To strengthen communication with the younger generation of local consumers, the brand continues to optimize the omni-channel shopping experience, aiming to show a woman who is both diverse and inclusive, and continue to promote cooperation with the art world. In this article, Jing Daily will explore how this legendary luxury brand can use its new strategy to transform the seventy-year-old brand culture into a language that conforms to the trend of Generation Z, and build cultural credibility among young Chinese consumers.
Optimize omni-channel interactive experience
Accelerate the expansion of the Chinese market
Although Z generation is often considered a group that pursues trends and freshness, a reliable and perfect consumer experience is also an important dimension for them to measure brands. Therefore, the omni-channel communication established by Max Mara is particularly important. As a part of the business landscape of the Chinese market, this strategy organically combines offline pop-up stores and online interactive mini-games, creating a unique shopping journey for consumers.
Teddy Bear is one of the most successful IPs in Max Mara. The brand’s teddy bear marketing strategy has been released for more than three years, and now people can recognize this as a classic Max Mara at a glance. Due to the popularity of this role, the brand launched the "Max Mara Teddy Alpine" pop-up store in eight major cities in China this year, showing a new series of flyers. In order to echo the snowy mountain, one of the inspirations of the Max Mara 2022 autumn and winter fashion show, the brand has also added a cute skiing teddy bear image to bring consumers a fairy tale-like real shopping experience. The teddy bear transmission has achieved remarkable results. The Max Mara pop-up store has received considerable natural traffic on Xiaohongshu, and visitors have shared the event on Xiaohongshu.
The "Max Mara Teddy Alpine" pop-up store located in Deji Square in Nanjing and Vientiane City, Shenzhen
Picture source: Max Mara
In addition to offline flash events, the Teddy Alpine plan also brought a WeChat interactive mini game "Winter invitation from Teddy Bear" with the new series as the protagonist. Users can not only learn about the Max Mara 2022 autumn and winter series through simple and interesting immersive games, but also exchange points for coupons and limited-edition teddy bear dolls. In this creativity, Max Mara not only adopts a multi-channel marketing strategy to organically integrate online and offline communication, but also presents a younger brand image. This exquisite and interesting online mini program and offline flash combine the brand's tradition and fun, fully demonstrating the brand's flexible grasp of local marketing strategies.
Max Mara "Winter invitation from Teddy Bear" mini program
Picture source: WeChat screenshot
Max Mara's localization strategy is also reflected in this year's "Happiness Handkerchief" marketing campaign. The Max Mara 2023 vacation series is inspired by Portuguese traditional culture and incorporates the lover's handkerchiefs from its culture into the design. In the Chinese market, the brand uses the traditional Chinese culture of the Chinese Valentine's Day as a carrier to launch online mini-games and also distributes virtual red envelopes to users participating in interactive games. This series of measures is closely linked to the Chinese market and reinterprets the inspirational narrative of the 2023 vacation series in the context of Chinese culture.
Max Mara Interactive mini program
inspired by "happiness handkerchief" Image source: WeChat screenshot
By cleverly combining Chinese traditional culture with brand history precipitation and global marketing strategy , Max Mara has enhanced brand awareness among a wider audience.
Shape the diversified image of women
Nowadays, the traditional and stereotyped image of women is constantly being challenged and boycotted by the younger generation of China. They look forward to seeing brands that are more inclusive and diverse in their interpretation of women. Max Mara's marketing strategy for its classic coat is one of the examples that fit the values of the new generation of China. The brand cooperates with Chinese women of different backgrounds, occupations, ages and identities to express support for the diverse images of women in various fields.
Just like women participating in the 2022 Fall and Winter Classic Coat Advertising Project of Max Mara comes from different age groups, and Max Mara's classic coats are also suitable for all age groups. In order to convey this concept, the brand cooperated with famous magazines and media to invite "mother and daughter" combinations from different backgrounds to conduct a series of special blockbuster filming and reporting. Celebrities appearing include Liu Mintao and daughter Chang Yumi, Yan Ni and daughter Zou Yuanqing , as well as Xu Fan and Zhang Jingyi (the two played mother and daughter in "Everything of Mom"). They wear the same coat of Max Mara to interpret completely different fashionable styles, showing fashion can also be passed on.
From left to right: Liu Mintao and his daughter Chang Yumi, Yan Ni and his daughter Zou Yuanqing, Xu Fan and Zhang Jingyi performed Max Mara 101801 Coat.
Image source: Ruili Yiren Fashion, OK! Wonderful, GLASS
In addition, Max Mara's strategy in celebrity cooperation is also different from other brands: in order to show true inclusiveness, the low-key and luxurious positioning of Max Mara does not solidify the image of the spokesperson. Recently, the well-known Chinese talk show actor Wang Siwen , the popular Z generation actor Zhao Lusi and the powerful Chinese singing and dancing idol Song Qian both appeared in Max Mara. These faces are independent, confident and independent role models in the eyes of the younger generation of China, allowing Max Mara to resonate with a wider audience.
From left to right: China's powerful singing and dancing idol Song Qian, well-known Chinese talk show actor Wang Siwen and popular Z-generation actor Zhao Lusi appeared in Max Mara.
Image source: GLASS, Jiaren
Support women in the field of art and film
1951, Max Mara founder Achille Maramotti borrowed the advanced concept of ready-to-wear production in the United States, bringing an impact on traditional handmade garment workshops in China at that time. The Italian middle class, which rose after in World War II, wanted to buy decent and elegant clothes, but had no way to go, and Mr. Maramotti solved this problem for them, and the middle class was able to get in touch with fashion from then on. Max Mara has thus become the first ready-to-wear manufacturer in Italy and has grown into one of the largest women's ready-to-wear manufacturers in the world. Mr. Maramotti's vision not only achieved Max Mara's leading position in garment manufacturing today, but more importantly, he internalized the aggressive, independent and confident female power into the brand gene, and such brand vision and values have been passed down to this day.
In addition, founder Mr. Achille Maramotti is also a loyal collector and sponsor of contemporary art. Located on the former site of Max Mara headquarters, the Collezione Maramotti Art Gallery not only has his private collection, but also continues to absorb new works by young and middle-aged artists from all over the world. The art gallery has been open to the public since 2007 in Reggio Emilia, Italy.
Max Mara's brand genes and the founder's love for contemporary art have led to the brand collaborating with women in different fields. Max Mara has been supporting the development of outstanding women in art and film for over a decade. For example, the brand has jointly established the "Future Star® Award" for female filmmakers Max Mara since 2006 with Women In Film Los Angeles; and has founded the Max Mara Women's Art Award in collaboration with Whitechapel Gallery and Collezione Maramotti Art Gallery, which has been awarded every two years since 2005. The actor Lili Reinhart, who won the Max Mara Future Star® Award for the Year, was awarded the actress Lili Reinhart. With a series of brilliant achievements, she quickly ranked among the highly-anticipated young actresses in Hollywood , and served as the chief producer in recent films, fully demonstrating her outstanding talents in many aspects. In 2020, British Chinese actor Gemma Chan won the award for his role in "Crazy Rich Asians". In 2018, she successfully entered the Hollywood movie star from a well-known British TV actress with her outstanding performance in Crazy Richmond. In the next two years, she starred in a large number of well-received film and television works, and Max Mara also witnessed a key turning point in her career. As the brand has been working in these fields for a long time, the brand’s values of supporting women’s development are also deeply imprinted in the minds of consumers.
Actor Lili Reinhart, the actor who won the Future Star® Award for the Year, the actor Lili Reinhart, shot for Max Mara.
Image source: Max Mara
Co-branding, limited edition, hype... These marketing "scheming" alone are no longer enough to attract the younger generation of consumers. Today's young people are very tasteful, and many consumers prefer classic models and regard them as investment products; they also have a strong interest in the stories, craftsmanship and culture behind the brand. While retaining the brand foundation and genes, Max Mara's localization strategy has keenly understood the transformation of consumers' minds and successfully "paved the way" to attract the main force of luxury consumer goods.
Author｜Jing Daily
Edit｜Wu Wenzhuo
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