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Shanzai- Pierre Cardin a legitimate shanzhai brand?

By: vi

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Our pals over on Ubergizmo published an article yesterday talking about 'fake luxury fashion fever' in the context of a Peirre Cardin UMPC device that has popped up on the radar. As it happens this device is utterly unique in that it's one of the first Shanzhai made devices to actually enjoy legitimate Western branding. Is this the first step on the long march to legitimacy?

The device in question is manufacturered by Shenzhen Vogue Industries Co Ltd, one of the larger manufacturers in the greater Shenzhen area. They were established in 1997, employ well over a thousand people and command over 10,000 square meters of factory space. So it's safe to say this is no mom and pop operation. You could also argue that Shenzhen Vogue were one of the early pioneers of the Shanzhai phenomena, so much so that they are now in a position where they want to distance themselves from the shanzhai moniker, pushing into legitimately branded tech goods.

The Pierre Cardin brand like many others has been diluted to an extent due to its ruthless global ambitions, but the logo and name are still a force to reckon with in fashion circles.

As an established brand for all manner of products including everything from clothes and bags, to cigarette lighters and phones, Pierre Cardin are essentially a brand retailer, selling its logo to the highest bidder in just about every region of the globe, with over 800 licenses issued globally. According to one report the Shanghai Century Star Import & Export Corp, a division of state-owned China National Garments Group Corp are competing for the right to manufacturer and retail Pierre Cardin garments exclusively in China.

How this relates to the deal with Shenzhen Vogue is unclear, but according to the 'Pierre Cardin Electronics International' website, the company is :

"Authorized by Pierre Cardin (HK) Co., Ltd. to produce and sell electronic products with Pierre Cardin brand, GPS navigation and Telephone are our main business." - 'Pierre Cardin Electronics International' website.

Brand creation is not something that China has necessarily excelled at, especially when it comes to creating brands that would compete with the major Western players. The Pierre Cardin brand however is one that enjoys plenty of recognition in Mainland China, being unleashed upon an unsuspecting S. East Asia back in the mid-eighties. So while typifying a distinctly Western styled fashion house - Parisian/Milanese clothes designed by a Hugh Hefner-esque designer - the fact that Pierre Cardin have already reached out to China's domestic market makes them perfectly placed for a mature Shenzhen manufacturer like Shenzhen Vogue.

The Pierre Cardin PC729 tablet device is, one suspects the first of many Pierre Cardin branded consumer electronics goods to appear on the domestic Chinese market and possibly elsewhere. While the machinations of the licensing deal remain firmly behind the closed doors of a smoke-filled room somewhere in China, it all points to the gradual legitimization of shanzhai producers, eager to grow and evolve beyond the copycat culture that is making them famous today.

Article Source: http://depositarticles.com/

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