Alexander Wang

Empowering Women

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BACKGROUND: 

The brand was made by fashion designer Alexander Wang under his own name. He is currently the main creative director of the brand. Alexander Wang was born and raised in San Francisco, California, and moved to New York City to attend Parsons School of Design. In 2005, after two years, he decided to pursue the launch of his own label. The collection began predominately in knitwear represented by six unisex silhouettes. In Spring 2007, it had evolved into a full women’s ready-to-wear line and the collection was shown for the first time on the runway in Fall 2007.

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INSIGHT:

Due to the social and psychological effects of the one child policy, many Chinese women felt unworthy of being their own gender. One-child policy, an official program initiated in the late 1970s and early ’80s by the central government of China, the purpose of which was to limit the great majority of family units in the country to one child each. The rationale for implementing the policy was to reduce the growth rate of China’s enormous population. It was announced in late 2015 that the program was to end in early 2016.

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OBJECTIVE:

There’s a slowdown among Chinese consumers in tourism and luxury goods. The campaign objective is to expand its target audience and provide a reason why pick the brand instead.

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APPROACH:

To expand its target audience, we want the customers to not be ashamed to dress however they want. Through high-end fashion magazines, social media and billboards, the campaign links the brand to empowering women to dress what they want.

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