“I am going to be Barbie. She has everything.”- A popular car paster in America.That is right. Barbie is the luckiest girl in this planet. She has the most fashionable clothes, shoes and jewelry in the world. Her wardrobe is a miniature of 50-year fashion history. She travels around the world and has wit enough either for beauty contest or in NASA. As early as 2004, she had a title – The First Female President of the Usa that may invite envy from the current Secretary of State Hilary.
She is a dream idol whose half-century success lies in the truth that she can achieve dreams of every girl. Consequently, Mattel creates a money-making myth-annual sales volume of 3.3 billion dollars through a plastic toy that contains few technical content.
To all fashion idols, the most difficult thing is how to reach beyond themselves rather than how to beat rivals.
Girls between 8 and 12 year of age are the most important customer base for Barbie. However, since 1990s, network games, google and Ipod have been making girls precocious, which means that they may abandon Barbie earlier. The great loss of 8 to 12 years old customers becomes the nightmare of Mattel.
2009 welcomes the 50th anniversary of Barbie. She calls for a big change to reverse its falling fortune.
Birthday, beyond doubt, is the best opportunity. When luxury brands like Chanel and Louis Vuitton cut the budget for fashion weeks one after another, New York Fashion Week and London Fashion Week welcomed a new valued customer-toy manufacturer Mattel who appeared in high key with “Barbie Army”.
Any woman will envy the Barbie. All costumes were tailor-made by 50 big brand designers including Jeremy Scott and Donna Karen. 50 pairs of high-heel shoes were designed by Master Christian Louboutin. Barbie displayed the spirits of luxury brands at every details on the fashion shows.
Obviously, Mattel, though this opportunity, spared no effort to express the brand new orientation for Barbie in next 50 years: more fashionable and attractive to build up larger customer base that is not longer only limited to little girls.
Really, fashion is the key secret of Barbie’s continuity. To stay ahead of fashion trends Mattel hires several hundreds of specialists including 20 designers, 12 hairstylists and a huge marketing department. In addition, there are nearly 100 specialists who take charge of selling the exclusive right to use Barbie’s registered trade marks to more than 800 companies from all walks of life.
She is a dream idol whose half-century success lies in the truth that she can achieve dreams of every girl. Consequently, Mattel creates a money-making myth-annual sales volume of 3.3 billion dollars through a plastic toy that contains few technical content.To all fashion idols, the most difficult thing is how to reach beyond themselves rather than how to beat rivals.
Girls between 8 and 12 year of age are the most important customer base for Barbie. However, since 1990s, network games, google and Ipod have been making girls precocious, which means that they may abandon Barbie earlier. The great loss of 8 to 12 years old customers becomes the nightmare of Mattel.
2009 welcomes the 50th anniversary of Barbie. She calls for a big change to reverse its falling fortune.Birthday, beyond doubt, is the best opportunity. When luxury brands like Chanel and Louis Vuitton cut the budget for fashion weeks one after another, New York Fashion Week and London Fashion Week welcomed a new valued customer-toy manufacturer Mattel who appeared in high key with “Barbie Army”.
Any woman will envy the Barbie. All costumes were tailor-made by 50 big brand designers including Jeremy Scott and Donna Karen. 50 pairs of high-heel shoes were designed by Master Christian Louboutin. Barbie displayed the spirits of luxury brands at every details on the fashion shows.
Obviously, Mattel, though this opportunity, spared no effort to express the brand new orientation for Barbie in next 50 years: more fashionable and attractive to build up larger customer base that is not longer only limited to little girls. Really, fashion is the key secret of Barbie’s continuity. To stay ahead of fashion trends Mattel hires several hundreds of specialists including 20 designers, 12 hairstylists and a huge marketing department. In addition, there are nearly 100 specialists who take charge of selling the exclusive right to use Barbie’s registered trade marks to more than 800 companies from all walks of life.
In Barbie head quarters, everything about Barbie’s latest design is regarded as top commercial secret. All new-designed Barbie models and clothes styles shall be strictly sealed before being passed from one section to another section in the company. One of Barbie biographers MC Lord once depicted that:” Mattel never pales before Kremlin in Cold-war time in guard against invaders.
The Barbie costume design team has a smart sense to fashion that can compare with any top-class fashion brand. Designers regularly watch shows in Europe every season. Masterpieces from Dior, Givenchy and Balmain are all sources of inspiration for Barbie costumes.
Mattel even endows Barbie with personality. On 2009 brand-new Barbie website, Barbie fans can read Barbie’s personal blog.
Staffs take lots of time to discuss how Barbieshould react or answer facing different situations. A 30-person team led by a psychologist do language pattern and behavior pattern analysis concerning blog and website information. Barbie Team even record the birthday parties of girls to get some important clues for designing team.
In fashion field, Barbie already began a 3-year cooperation with America Youth Designers Association. A series products that aims at girls and adult females came out one after another.
At retail, Matel set up global flagship store in Shanghai which has all Barbie experience projects including a Barbie wedding dress designed by Vera Wang.
Barbie aims to create a new life style for adult girls in near future. China, obviously, has become the first battle field to carry out the great ambition.
The Barbie costume design team has a smart sense to fashion that can compare with any top-class fashion brand. Designers regularly watch shows in Europe every season. Masterpieces from Dior, Givenchy and Balmain are all sources of inspiration for Barbie costumes.
Mattel even endows Barbie with personality. On 2009 brand-new Barbie website, Barbie fans can read Barbie’s personal blog.
Staffs take lots of time to discuss how Barbieshould react or answer facing different situations. A 30-person team led by a psychologist do language pattern and behavior pattern analysis concerning blog and website information. Barbie Team even record the birthday parties of girls to get some important clues for designing team.In fashion field, Barbie already began a 3-year cooperation with America Youth Designers Association. A series products that aims at girls and adult females came out one after another.
At retail, Matel set up global flagship store in Shanghai which has all Barbie experience projects including a Barbie wedding dress designed by Vera Wang.
Barbie aims to create a new life style for adult girls in near future. China, obviously, has become the first battle field to carry out the great ambition.
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