NEW GENERATION HAS CAME TO HK !?

Recently if you walk around streets and shopping malls,you may realize a new kind of "human race"!

Weird ears and modern hairstyle

photos taken in Yuen Long

photos taken in MongKok

They are having weird look,sharp ears, 21st-century modern hair style and smart eyes which may wow you up!
So who are they ?

They are the new generation from Mirabell!

They are newly arrived HongKong and could not wait to see you!


Established since 1986,Mirabell has been a successful footwear chain store in HK,providing customers international brandnamed footwear.Those 10 international brands are for example,GEOX,CAT,Merrell,Hush Puppies,Timberland.Each of them carries different products and characteristics.

In Mirabell,the main idea is "one stop shopping",which means you can find what you want and satisfy your want in a reasonable price,quality and of coz,good services.


Everything seems nice!but it is usual that chain store carrying different brands always face one problem:How to promote your store and differiciate yourself from other footwear stores?as you carry different brands and which has different "personality",you need 1 promotion scheme that can sell those brands and at the same time  help to differciate yourself.Show your difference!Mirabell!


For example, CAT 'imageis known as tough while for Hush puppies is cute and lovely .How to make a linkage?








 If one has long noticing the promotion practice that Mirabell doing before,you can realize they try in a easy way,like specifying their products as comfortable(well,who will want their foot in a pair of not comfortable shoes?) or trendy.They have used the demand of shoes characteristics as selling and grouping point.

Let's take a look at examples of some of the video ad that Mirabell made before.

In these ads,you can see some problems:

1. The character of each brand were not shown.All you can see are their names only.

Viewers have no idea of what shoes you are selling.

2. Not eye-catching and trendy at all.

For "the world of brand",the video quality is even horrible !

3 .The concept of the ads by Mirabell can be concluded into one sentense:"we carry many brands."

Mirabell,WHAT IS YOUR PERSONALITY?

This time,Mirabell showed their embision  and interest in developing specail image and enlarge their market among the youngs.

It is smart that Mirabell use NEW GENERATION to linkage this time.The big slogan is "We're a smarter,faster new generation."


Each brand carries their own slogan,for example:


"IN A TOUGH WORLD I GET TOUGHER" --- CAT


"MY SOUL GROWS AS I EXPLORE"  --- MERRELL

"IN A TOUGH WORLD,I GET TOUGHER"---CAT

"LIFE IS MY GLAMOROUS RUNWAY"---CREATIVE RECREATION

"FOLLOW MY ENDLESS FOOTPRINTS." ---CUSHE

"MY YOUTHFUL SPRIT IS RESTLESS" ---ENERGIE

"I STEP TOWARD CLASSIC SUCCESS." --- FLORSHEIM

"MY EMOTIONS ARE ELEVATED." --- GEOX

"I KNOW HOW TO KEEP MYSELF AMUSED." -- HUSH PUPPIES

"I FEEL THE COMFORT WHEN TRAVEL IN PERFECT BALANCE." --- MBT

"MY SOUL GROWS AS I EXPLORE." --- MERRELL

"I STEP WITH WARMTH EVEN IN A COLD WORLD."--OETZI3300

"I WALK THE WAY I WAS BORN TO." --- MSALEM ATTITUDE

"I FACE ADVENTURE WITH  PASSION." ---TIMBERLAND

See?those words like fast,tough,explore are all can be linked into shoes.
They don't have to hardsell the brandname,but once you have the slogan,
you know what kind of shoes the brand selling and the attitude behind it.
You would not feel weird when you see these ads.

Mirabell show you a new attitude:


You buy shoes there,not only for the physical benefit ,but also psycial benefits.

The theory of Protection and Utility is applied.it offered a sense of "you can do it" and encourage you to be NEW.

WRITTEN BY KIA @SEP.2011