Mongolia’s luxury brand ERDOS cashmere group has launched two new brands ‚Äď ERDOS and ERDOS 1980 last week.
As the group‚Äôs brand strategy communications partner and advertising agency, Ogilvy & Mather Advertising helped develop the strategy for their communications plan, while Brand Union, a WPP Group company, designed the brand‚Äôs new visual identity.
Based on this brand strategy, the agency created two new campaigns for the brands. This work included an ERDOS brand story video and ERDOS 1980 autumn and winter key visuals, defining the two brands‚Äô key characteristics in a clear and innovative way.
Going beyond the common belief that cashmere can only be worn in autumn and winter, the ERDOS brand story presented a vision of ‚ÄúBeauty Inspired by Nature‚ÄĚ presenting cashmere as a gift for all seasons.
‚ÄúWorking with Ogilvy & Mather, we want to use fashion to bring cashmere into a new era, letting consumers enjoy a range of new experiences and surprises,‚ÄĚ said Tana Dai, executive deputy general manager, ERDOS Clothing Company.
Founded in Inner Mongolia and one of the first major brands to emerge after the start of China‚Äôs reform and opening period in 1979, ERDOS has become synonymous with luxury cashmere in China over the course of more than 30 years.