What would be a good example of this? Once again, look to the brand’s best sellers, which include Jean-Marie Farina cologne, a product that counts Napoléon and the British Royal Family among its list of customers. They are extremely sensitive to ‘Parisian’ packaging and to Roger & Gallet’s long history”, she says. The initial feedback from customers in the boutiques bears this out. “Chinese consumers want to be sold a story and not merely a product. Third, the lifestyle aspect conveyed by the brand also plays a big role for younger customers. They like to offer high-end gifts and are prepared to pay more to do that”, explains Ivy. “Chinese people are becoming more demanding and want products that provide outstanding quality. Second, the brand offers the premium quality that China’s middle classes, with their growing purchasing power, are hungry for. The best sellers so far have been, unsurprisingly, the round soaps and Fleur de Figuier collection, which are flagship Roger & Gallet products prepared using natural ingredients.
#Roger & gallet code
In the first place, Chinese consumers are very concerned that products should be “natural”, code for safe, good and high quality. Their interest in Roger & Gallet reflects the fact that the brand is in synch with consumer expectations. A brand in synch with the beauty expectations of Chinese consumers They are very inquisitive and tend to spend lots of time in the store”, explains Ivy.
#Roger & gallet full
“Our customers, who are typically in the 20-35 age bracket, are full of questions about Parisian lifestyle. With this in mind, teams of four to six sales associates have been trained to answer questions from their young, curious clientele. There is even a statue of Napoleon in every one of our shops! We want to create a true customer experience”, Ivy tells us. Every aspect down to the last detail is designed to evoke Parisian elegance. “From the storefront to the furniture, nothing is left to chance. In-store, customers are immersed in the world of Roger & Gallet.
“The event was widely talked about on social media and resulted in articles by key opinion leaders on WeChat and Weibo even before the boutique opened its doors to the general public.” “We invited 200 influential journalists and bloggers to a press conference in Beijing, followed by a preview visit to the store”, says Ivy. To support its goals, the brand created a large-scale communications initiative, which it deployed the day before the launch. The strategic aspect stems from the fact that the boutiques are located in three of China’s largest cities, each store carefully positioned to draw heavy traffic from urban customers with an appetite for luxury products. “We restricted the initial launch to three strategic boutiques, in Shanghai, Beijing and Chengdu”, explains Ivy. Three exclusive boutiques in Shanghai, Beijing and Chengduįor its Chinese launch in May 2016, Roger & Gallet put the emphasis on exclusivity. She tells us about the stages leading up to the company’s launch in the country and the steps taken to establish the brand on the Chinese market. Contrary to folk etymology, Roger is not a backronym for Received Order Given, Expect Results.Ivy Liu is the Chief Executive Officer of Roger & Gallet China. Radio code now widely uses the NATO phonetic alphabet, where Romeo represents R. Soon after, Roger that entered the popular lexicon as an interjection ( Roger!), noun ( He gave me the roger), or verb ( I Roger what you’re asking) to communicate assent or understanding. Roger was brought into the spotlight in part due to public broadcasts of NASA’s Apollo missions in the 1960s. In military slang, the phrase Roger wilco conveyed the recipient received the message and will comply with its orders, shortened to wilco. To indicate a message had been heard and understood-that is, received-a service-person would answer Roger, later expanded to Roger that, with that referring to the message.
Roger that dates back to US radio communication as early as 1941, based on then-use of the given name Roger in the US military phonetic alphabet for the word for the letter R. Here, the Roger stands for the initial R in “(Message) received.”
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