Cowboy Brand Levi 'S New Advertising Is Red Because Takuya Kimura And Dou Jingtong Share The Same Box.

The cowboy clothing brand Levi 's, which once faded from the public view, is once again red in the social network - because of an advertisement by Takuya Kimura and Dou Jingtong.

In China's 80 and 90's growth process, Levi 's is somewhat "the tears of the times".

When Semir and Metersbonwe dominated the best shopping malls in 2000s, almost all young people yearned for a red label Levi 's jeans.

The Levi 's, which sells for nearly 1000 yuan at the time, is the same as Nike's board shoes, Adidas sportswear and the latest iPod.

But nowadays, with the reshaping of people's consumption habits and the fast fashion invasion such as UNIQLO and H&M, young people no longer hold the old jeans of thousand yuan on the altar as before. Levi 's also faces the problem of brand image aging.

However, the latest Levi s advertisement has attracted the attention of the brand again, and was once caught in micro-blog hot search.

In Levi's's today's Free to Move, Takuya Kimura and Dou Jingtong, the 25 year old combination, are bilingual in Chinese and Japanese.

Dou Jingtong: haven't you been dancing lately?

Takuya Kimura: is that what you think?

(do you want to?)

Then the two people dance on the subway, mixed with wooden village wall Dou Jingtong, but pushed by Dou Jingtong, the style of interaction is the trend of Levi s advertising.

The advertisement was painted in social media because of the topic of the two people: 15 years ago, Takuya Kimura had had ambiguous trains along with Faye Wong in Wong Kar Wai's movie 2046, and now Dou Jingtong, as Faye Wong's daughter's attention, has staged a similar car drama with Mu Cun.

The cooperation between the new and the old idol can not help but sigh. Kimura is still the great God. The entertainment circle has already changed several styles. The daughter of the co entertainer has also grown into many new generations.

From Levi s's choice of Takuya Kimura and Dou Jingtong's advertising considerations, we will find that although traffic and carrying capacity are still important factors for brand selection, but from the point of view of brand rather than short-term goods, the temperament and attitude of the spokesperson can really support the existence of brand spirit.

"Usually when we choose a spokesperson, the first factor we think about is the fact that he / she is going to predict how red and topic it will be.

But with the attention of consumers to spiritual values, the social spirit and group represented by this star is becoming more and more important.

Lingka, chief strategy officer of Greater China in JW, said to the interface reporter that she has served as a market leader for many luxury brands, including the job of identifying spokesmen.

Takuya Kimura had endorsed the 501 series of Levi 's in 2000.

Takuya Kimura, one of the SMAP members of the Janice men's idol group, was also an unmarried long hair rebel teenager. He was also the first Asian spokesperson for Levi s.

Because the attention was too high, later Levi even launched a series named Takuya (Tuo Zai) washed by the name of Takuya Kimura.

And the brand image of Levi 's is similar to that of Kimura at that time - the charming bad boy.

As the last century Levi "s" came to the American sexy star James Dean endorsement 501 series - the jacket he never wore, white T-shirt and blue jeans with rebellious and charming interwoven temperament, so that the brand was once popular with hippies and beat generation.

This has gradually laid the core of Levi 's brand.

From this, Levi s's brand spokesperson or co object has the characteristic of this "charming bad boy". In Japan, they have worked with Teng Yuan Hao, the original Harper godfather, and DJ to build their own records. Now, the spokesperson in Greater China is William Chan. You can still find a shadow of James Dean's rebellious sex in him.

But with the insipid sales of brands, Levi 's's sexy male spokesperson strategy does not seem to work well.

BrandIndex, a brand consultancy, released a report in 2014, saying that Levi 's, the core consumer group in the United States, is already over 50 years old, while its main target audience, consumers aged 18 to 34, is still losing their desire to buy. In China, Levi s is actively pforming its business to adapt to the buying habits of young consumers, and tries to win consumers from fast fashion two hundred or three hundred yuan jeans.

This advertisement by Takuya Kimura and Dou Jingtong may give some ideas to the brand development.

The two of them have their own audience groups, which can cover as many age groups as possible and purchasing power groups.

Two people are also in line with brand temperament: if you look closely at the advertisement of Levi 's, you will find that the interaction between Takuya Kimura and Dou Jingtong is not like lovers, father or daughter, or any single relationship. It is more like two interlaced personalities.

Dou Jingtong's self contradictory, rebellious and clever temperament made her somewhat similar to Takuya Kimura in his youth.

This is why dou Jing Tong has become the new favorite of many brands.

Previously, the advertisements she shot for SK-II emphasized her own unruly and rebellious, which is what the brand is eager to make the young people feel. As we mentioned before, the social spirit behind the stars has become an important factor in choosing spokesmen.

Of course, the brand must find the flow of the two people themselves.

Takuya Kimura's ability to carry goods can be seen even today. Not to mention the Kanebo lipstick that he endorsed earlier, not only was sold out, but the street poster with lipstick was torn away for several times. His endorsement of the Levi 's 501 series was also short selling.

Dou Jingtong is also the hottest star of the two generation now. After all, she has not only personal traffic, but also the "ancestral fans" inherited from Wang Feina.

Author: Liu Yujing