On June 20th, 2005, 10, Top Marques, the most luxurious and top-level event in the world, moved to Shanghai, China for a four-day ceremony. Cadillac super luxury sports car XLR was unveiled as the first car at the press conference before the official exhibition. Its sharp and shocking appearance, innovative Z-shaped folding hardtop, overwhelming strong performance and elegant and luxurious driving experience have become the brightest star exhibits to attract top brand Shanghai super buyers.
What kind of fun will it be to wear Dzheniya, the best men's wear, and drive Cadillac XLR, the top sports car? On June 26th, 2005,165438+1October 26th, two top brands staged a "Fashion Fair" in the Chihe Exhibition Hall of Cadillac Shenzhen on the first floor of CITIC City Plaza. Over the years, Dzheniya brand has been favored by many celebrities. It does not pursue novel styles and gorgeous colors, and it is popular all over the world with its flawless, well-tailored, elegant and simple personalized style. During the activity, professional models displayed the formal and casual clothes of Dzheniya representatives beside the Cadillac sports car, and the leaders of Chi and Dzheniya selected the "Best Cadillac Spirit Award" and "Best Dress Award" from the guests present.
In the classic jazz music played with deep affection, the pure aristocratic whisky mccarron is full of fragrance, which is the classic scene of the "Cadillac Brilliant Centennial" wine tasting reception. Through this move, Cadillac wants all visitors to enjoy the classic culture, art and high-quality life brought by Cadillac accompanied by intoxicating red wine and classic memory of Cadillac El dorado.
In April 2006, Cadillac sponsored the 11th China International Yacht and Technical Equipment Exhibition, the largest in Asia, which once again demonstrated the cross-border cooperation between luxury cars and luxury goods. In fact, in the latest Cadillac series of print advertisements, the top-class convertible luxury sports car Cadillac XLR and a luxury yacht have shown us a fascinating luxury scene. At this yacht show, all models of Cadillac in China market have appeared. Among them, XLR and SRX are used as indoor and outdoor static display vehicles, and there are three CTS and SRX at the exhibition site for VIP use. 2. Compared with Cadillac, Mercedes-Benz has the same vigorous pace, and its cooperation with luxury goods is also exemplary. Especially the perfect cooperation with the famous Italian fashion designer giorgio armani has promoted this cross-border marketing model to a new height.
It is reported that this classic cooperation began in Milan Fashion Week in the autumn of 2003. At the Paris Motor Show in 2004, Mercedes-Benz exhibited a special CLK sports car with personalized features designed by giorgio armani. This Armani CLK roadster is made of warm sand special paint and high quality interior materials, which makes the car exude luxury, dynamism and masculinity.
The enthusiastic response of the public to this car made both partners realize that it is definitely not a good idea to just put it in the exhibition hall. So they decided to produce 100 sets of giorgio armani CLK in limited quantity, "using the best materials and special coatings, and can be customized according to customers' preferences". Of course, these are not enough. Giorgio armani's interior, body color treatment and detail design are the most distinctive features of this car: a matt body with light sandstone color, a seat with brown saddle leather combined with gray three-dimensional textile fabric, old-fashioned metal parts and black control buttons scattered everywhere. This kind of collocation properly expresses their initial thoughts on this car: elegant, exquisite and not easy to go out of date.
Giorgio armani himself became the first owner of this car. The new car combines Armani's design concept of "less is more, and comfort is the most important". Giorgio armani said, "We soon found the same language. I saw how Mercedes-Benz turned my design concept into reality and paid great attention to details, which was simply fascinating. " 3. As early as 1999, Puma, a German sportswear brand, put forward the concept of "cross-border cooperation" and cooperated with Jil Sander, a German high-end clothing brand, to launch high-end casual shoes. In 2003, Puma teamed up with BMW Mini, and the two sides signed a cooperative marketing agreement. Puma specially designed a black Mini Motion 2 part shoe for driving.
The "cross-border" between clothing brands and automobile brands is not accidental. Because food, clothing, housing and transportation constitute most of the content of consumption and the basic elements of life. To some extent, the style of food, clothing, housing and transportation also reflects the differences between individuals and different social groups. Because of personality and differences, brands that position the same or similar consumer groups as target consumer groups will have the opportunity to come together and interpret the characteristics of target consumer groups from their respective aspects. Lamborghini, a famous sports car brand owned by Volkswagen, is selling limited edition Nokia mobile phones, laptops produced by ASUS and European hydrogen brand clothing. It also cooperated with fashion brand Versace to design the interior of Murcielago LP640 sports car. It is said that Lamborghini is still discussing the production of non-automobile brand goods with Versace.
Lamborghini divides its surrounding commodities into three markets. Its lowest-priced products are aimed at enthusiasts and sold as "affordable" enthusiasts, including branded T-shirts and hats. There are also "collateral brands" sports series, including T-shirts and other commodities. Its "elegant series" is aimed at people who own or may buy Lamborghini cars, including high-quality products such as leather jackets, suitcases and silk polo shirts. These products are more cautious and more expensive when using Lamborghini brand trademarks. Peroni is a famous Italian beer brand. After operating 157 years, it was acquired by SabMiller, a joint venture between Britain and South Africa, in May 2003. When the brand was introduced into the South African market, it helped launch the Milan Fashion Show to help establish the relationship between peroni brand and fashion design and fashion, and clearly advocated an "Italian style".
Nowadays, these beers can be bought in many places, but large-scale marketing is under way. SABMiller, the owner of Peroni, even plans to build a "Peroni House" in a fashion shop in Cape Town, just like those shops named Emporio Peroni established on Si Long Street in London when the Peroni brand was re-listed in 2005.