Adam Ko [adamkocoronafashion]
Up till now, what has been your professional career path?
Apparel and Fashion accessories www.coronafashion.com www.corona.net.cn
Please list web addresses where one can see something about you.
www.coronafashion.com www.corona.net.cn www.ankfashion.diytrade.com
What is your stance as a marketing professional? What are you good at? What differentiates you from others?
fashion apparel network set-up now for the global Corona boutiques network ; good at marketing network set-up; black and white are our two major colors while other minor; we are very creative in continuous novelty apparel styles supply daily
A marketing strategy begins with an idea. How are yours born?
begin with black and white as our major colors to create unlimited collections; have over 300 chain boutiques already in China; now oversea boutiques are growing like Taiwan, Malaysia, Indonesia, Singapore...etc. working on Thailand, Korea, Japan, LA / NYC / Chicago / Boston in States...etc. We have branch office in Moscow
In which market, products or services, are you currently working?
China is our home base; we have branch office in Moscow, boutiques are growing in Taiwan, Indonesia, Malaysia, Singapore; working on Thailand, Korea, Japan, NYC / LA / Chicago / Boston... in States, Spain, Italy, Turkey, Germany, UK, Austria, Australia, New Zealand...etc. are also working on, too
Did this product exist ten years ago? And the brand?
yes, CORONA since 1995 in China
What is the consumer or user like that you have to win over?
black and white major colors with others minor into wonderful unlimited collections, very popular among age 18 - 45
What is the key to gaining consumer fidelity?
quality, novelty and after sale service
How do you determine what consumers think and feel? Is something more than qualitative research necessary?
considerate after sale service, continuous pumping up of unique new styles drawing the eyes of consmers is very important
What type of communication are you utilizing?
email, MSN, SKYPE, QQ ( mostly in China ), Google Talk, mobile phone, Tel. and fax...
Who/what is your competition?
we compete ourselves
What differentiates your product/service from the competition?
continuous pumping up new styles and considerat after sale service nice workmanship...etc.
How do you value the results obtained up to now?
Many awards from China government and society; the reliability from the consumers is our best properities
What is a better way to communicate your product: emotional or rational?
a balance between emotional and rational; sometimes on emotional side, some times on rational side; different styles solicit to different sides or to a balance point in between
What's your answer to the typical question: does marketing create nonexistent needs?
In times of crisis sales of generic store brands rise. What should premium brands do or not do when faced with this?
low key during crisis; yet need to plan out a smart policy striving the crisis through
Can you cite brands or well-known products that you admire for marketing brilliance?
Adidas, Nike, Zara, Mango, Armani, CK, LV, D&G, DKNY, H&M, ...etc.
The consumer is king: have advertisers realised this yet?
yes, they should
Are we heading towards more individualised marketing and advertising?
What percentage of your marketing budget is invested in digital advertising and why?
at least 30% digital marketing very efficient and fast
What is the most surprising thing you have learned about digital marketing in the last few years?
when a style hit the market; the growing is incredible
A few years ago, it was said that online sales would end up killing traditional store sales, but that has not been the case: how can you explain this?
as we lives in practical world; digital marketing is nice; but high fashion sometimes needs actual feeling face to face by heart
How do you evaluate the potential of social networks for marketing on-line? Do you really think there is a new 2.0 marketing paradigm?
yes, very ppotential
What industry or market segment do you find attractive for devoting yourself to in the coming years?
high fashion apparel ; fashion accessories; life designer ; natural and social science ; philosophy
Be a prophet. What phenomenon will revolutionize marketing in the next few years?
Are you part of any professional networking sites? Has it served its purpose for you?
wonder if we are; yet we are very proud of our efforts www.coronafashion.com www.corona.net.cn www.ankfashion.diytrade.com we are growing and refining potentially and continuously
How do you do your own personal branding? What do you recommend other professionals do to position themselves in the job market?
join, cooperate and learn with one another