Adidos and Hotwind? In China, brands get names to show foreign flair
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Chrisdien Deny, a retail chain with more than 500 locations across China, sells belts, shoes and clothing with an “Italian style” – and a logo with the same font as Christian Dior’s.
Helen Keller, named for the deaf-blind American humanitarian, offers trendy sunglasses and classic spectacles at over 80 stores, with the motto “you see the world, the world sees you.”
Frognie Zila, a clothing brand sold in 120 stores in China, boasts that its “international” selection is “one of the first choices of successful politicians and businessmen” and features pictures on its website of the Leaning Tower of Pisa and Venetian canals.
Eager to glaze their products with the sheen of international sophistication, many homegrown retail brands have hit upon a similar formula: Choose a non-Chinese name that gives the impression of being foreign.
Questions & Answers
Q.Which specific foreign brands do Chinese retailers appear to emulate in their branding or style?
Which specific foreign brands do Chinese retailers appear to emulate in their branding or style?
Chrisdien Deny uses a logo font similar to Christian Dior and promotes an “Italian style”. Helen Keller is named after an American humanitarian, and Frognie Zila features European landmarks like the Leaning Tower of Pisa.
Q.What is the primary motivation for these Chinese retail brands to adopt foreign-sounding names?
What is the primary motivation for these Chinese retail brands to adopt foreign-sounding names?
The brands adopt non-Chinese names to give the impression of being foreign. This strategy aims to 'glaze their products with the sheen of international sophistication,' appealing to consumers' perception of foreign quality.
Q.How widespread is this naming and branding strategy among Chinese retail chains?
How widespread is this naming and branding strategy among Chinese retail chains?
This strategy is employed by 'many homegrown retail brands' in China. Examples include Chrisdien Deny with over 500 locations, Helen Keller with over 80 stores, and Frognie Zila sold in 120 stores.
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