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From Golf to Laptops, Asian Design Stays Hot
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Asia remains cool this summer, as reflected in global brands¡¯ choice of marketing strategies, product names and the ¡°faces¡± that represent them. Asian design elements can be found from clothes to gadgets. Nike Golf, for one, has introduced new golf wear for women this summer with traditional Korean patterns such as a phoenix and a leaf pattern. ¡°We designed the golf wear to appeal to women golfers around the world taking advantage of traditional Korean beauty,¡± the company says. One of the reasons is that it sponsors ethnic Korean golfers Michelle Wie and Grace Park, but it also feels a sense of oriental mystery will redeem golf wear, which has traditionally been inspired by the tartans of Scotland.
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A Nike commercial featuring Michelle Wie
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The world¡¯s no. 1 cell phone maker Nokia launched a handset with oriental flower patterns at this year¡¯s CeBit in Hannover, Germany in March. European phone makers have been focusing on solidity and practicality, so the delicate ornament marks something of a departure. Hewlett-Packard¡¯s notebook PC Pavilion dv2000 has a sort of wavy inlay in the body inspired by Asian ceramics and laquerware. HP Korea says the design reflect market research into the preferences of consumers in Asia, Europe and America.
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Nokia¡¯s L¡¯Amour cell phone and Hewlett Packard¡¯s Pavilion dv2000
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Chanel has brought out a range of products themed around Shanghai, including a lipstick color called ¡°Shanghai Red¡± and an eyeliner named ¡°Bleu Ming¡± to go with it.Fellow French cosmetics firm Biotherm has christened a lipstick ¡°Hyolee Pink¡± after Korea¡¯s own Ms. Lee, who promotes the brand. The company says it tries to reflect the latest Asian trends in product design.
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Chanel¡¯s ¡®Shanghai Red¡¯
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The trend was given a boost by the Hollywood tearjerker ¡°Memoirs Of a Geisha¡± -- to the point where even the Banana Republic, maker of proverbially bland Western leisurewear, felt inspired to launch clothes and bags inspired by oriental concepts, including a Kimono-style blouse.
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Lee Hyo-lee in a Hyolee Pink commercial
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¡°The trend has something to do with the fact that Asia is emerging on the global stage and producing more and more global celebrities,¡± says Kim Ji-young, an official with Nike Golf. ¡°International brands will keep putting efforts into plumbing Asian beauty and picking out new aspects for a while yet.¡±
(englishnews@chosun.com )
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