E-trend

Corbett | June 11, 2011 10:02 AM

Spending as much time as I do in shopping centers, especially in smaller cities around China, you begin to appreciate the creativity that goes into copying. Isn't that an oxymoron you ask? How can copying be creative? Actually it is, and oftentimes very funny. Here's some brands I've noticed recently based on the E-trend.

What is the E-trend you ask? Good question. In order to understand the E-trend you would first have to be in China, a woman shopper or in fashion, and understand who E-Land is. Google "E-Land" and learn a little about this Korean family of brands who is simply just kicking butt here. They are fantastic operators - from expansion to distribution to storefronts, even down to buttons and zippers. Many of the larger brands can only look at them and think "How are they doing it?" I know how but unfortunately can't tell you : )

The last one is a nice double entrende as it also plays off of E-Land, G-Star Raw, and is particularly funny or creative (depending on how you look at it) since you can almost follow the train of thought:

"We need a name for our brand. Let's copy G-Star Raw. They're pretty famous. Let's call ourselves G-Spot Raw."
"But isn't G-spot too sexy? People might think we're a sex shop. And then adding raw after it?"
"Yeah, maybe you're right. Wait a sec, I got it, let's call ourselves E-Spot Raw."
"Ooh, I like that. And it's like E-Land as well. They sell a lot of clothes. We'll sell more clothes than both of them now!"

Note: All these brands were in the same shopping center.

Category: Mr. Asia

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