Chinese national shoe brand Yearcon has released a winter fashion campaign via The Nine

Yearcon Winter Campaign 01.jpgIn China, local fashion brands are often associated with an image of "outdated" and "tasteless". Yearcon,wanted to get rid of the stereotyped image.
Founded in 1995 ,Yearcon has developed in shoe industry for 22 years, and its retail stores are now covering every main city in China. Yearcon has now become literally a national brand. However, due to the affordable prices and down-to-earth promotions in the past, the brand image of Yearcon has been traditional and lack of style. So Yearcon had attempted to update the brand image by cutting-edge creative fashion prints this winter.
The Nine has first set the theme of the winter collection as "Xiang Jian Huan", a famous name of tunes in ancient Chinese literature, which means "to reunion with pleasure", for winter is the season in a year when people get together and have fun being with their family and friends. According to Jody Xiong, founder of The Nine, they were not only aimed at merely giving an oriental touch to one season, but also they are trying to establish a style tailor-made for Yearcon. "We make an impression of a chic and one-of-a-kind Chinese national shoe brand," said Xiong.
Yearcon Winter Campaign 04.jpgYearcon Winter Campaign 06.jpgThey pick elements from traditional Chinese culture such as white wall and black tiles, the Great Wall, snow covered make emphasis on the oriental aesthetics.
A series of key visuals has been released and have been applied to posters, look book and other materials in over 5000 retail stores of Yearcon. Credits - Founder and Chief Creative Officer: Jody Xiong. Art Director: Jody Xiong. Copy writers: Candy Chen, Jun Cao. Designers: Jody Xiong, Lingwei Hong, Qinying Li, Ray Pun, Xue Beili. Account Manager: Nancy Yang. Photographer: Jin Xu, Nicholas Siaun.Illustration: Addstudio

Yearcon Winter Campaign 05.jpg


Sub standard said:

Chinese advertising is trying so hard to be Japanese advertising but turns out to be just a mere imitation.

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