Fendi’s Post

Back in 2014, Taiwanese rock band Mayday sold out Wembley thanks to their adoring fanbase of young Chinese based in the UK and Europe. This year in January, the "King of Mandopop" Jay Chou sold out the O2 Arena in London with even the cheap seats priced at $200+. Fast forward ten years, and luxury brands are finally clocking on to the immense global power of Chinese pop stars. La Mer have appointed Jay Chou as their first male brand ambassador, Jackson Wang continues to get high profile ambassadorial roles with brands like Gucci, and Roy Wang is secured by Bally. Unsurprisingly, it's not just Chinese music that the global Chinese expat community and wider diaspora are enjoying. Major stars of the comedy format 'CrossTalk' ( 相声) came to the UK this year for the second time, and performed to thousands of young Chinese in London. The rise of K-Pop and K-Drama as global forces has made Western marketers wake up to Asian cultural icons and cultural production. The impact of Chinese cultural output is still mostly limited to Chinese speakers and hasn't reached wider adoption yet - but the realisation that every China opportunity is global because of the scale of the Chinese-speaking population globally seems to finally be catching on. Every China opportunity is global - and it has been for a long time. It's just taken a while for a lot of brands to catch on. #china #chinamarketing #luxury

🤯Only know Jay Chou as Dior’s ambassador?    Discover the BIGGEST Chinese celebs in Luxury!👇    Brands today are rolling out the red carpet for Chinese celebrities, sparking a huge surge in Weibo viewership as the season concludes.    This year’s fashion shows revealed both masterclasses + flops in marketing!    A few things ALL luxury brands should note:    【🌟 The Stars of 2024】    The latest Chinese phenomenon, Xiao Zhan, turned sidewalks into catwalks, breathing life into Gucci’s new era.    Their show livestream surged to over 33 million views, propelled by his presence)!    And he wasn't alone – Guo Jingjing’s ‘Chillax’ looks for Bottega Veneta also went off.    --> #GuoJingJingAttendingMFW (#郭晶晶参加米兰时装周) picked up 15+ million Weibo views alone!    【🔥Chinese Ambassadors = a Must】    Ambassadors are now the chosen players in a strategic game of brand representation.    Each move watched by millions, each choice sparking debates, desires, and downloads.    From Gucci’s bet on Xiao Zhan to Tod’s recruitment of the same star power, luxury brands are linking with faces that do more than model – they're MOULDING markets.    【😱 Avoid Tragic Decline】    Legacy houses, like Ferragamo, merely got 1,996 views on Weibo’s livestream.. Why?    Despite choosing Korean idol Jeno Lee as their global ambassador, an almost diabolical lack of Chinese representation resulted in very limited traffic for the brand.    Tom Ford's decision to eschew Weibo live streaming in favour of exclusive content on their website *also* led to LOW viewership figures.    Seeing a pattern here?   【💡Key Takeaways】     Ambassadors can a) embody the brand ethos and b) create stronger cultural ties, even across the globe.    A bridge between brand + target demographics via their *massive* Chinese fanbases.    In China, it's not just who you wear, but who endorses what you wear.    --> That's why a social strategy mistake can lead to a sharp decline in consumer engagement and, consequently, sales in the Chinese market!    So make your choices wisely! ;)    Need some China marketing help? DM me any time.    Who is your favourite Chinese celebrity? 🤔   P.S. How many of the icons on these slides did you recognise?    Arnold Ma #China #luxury #socialmedia #marketing 

Ever wondered how to make your brand a cultural phenomenon? Gucci's 'Ancora Red' exhibition in China is a masterclass in color marketing. Here's the breakdown: Four cities. One unifying theme. Each city showcased its unique flavor: → Beijing's deep historical heritage. → Shanghai's modern art scene. → Chengdu's musical vitality. → Shenzhen's creative new style. And the magic? All tied together by the powerful theme of Ancora Red. How did they do it? 𝗧𝗵𝗲 𝗢𝗳𝗳𝗹𝗶𝗻𝗲 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲: → Highlighting unique local characteristics. → Art installations reflecting local culture. → Interactive elements that engaged visitors. 𝗧𝗵𝗲 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻: → Four promotional videos tailored to each city. → Hashtag GucciAncora for maximum reach. → AR photo customization on Gucci's official WeChat account. The Result? GucciAncora hashtag hit over 1.5 billion views! People checked in, took photos, and shared their experiences like never before. 𝗞𝗲𝘆 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀 𝗳𝗼𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀: → Localize Your Content: Celebrate local culture to forge meaningful connections. → Leverage Social Media: Amplify your message across multiple platforms. → Interactive Elements: Engage your audience with shareable experiences. → Unified Theme: Tie everything together with a cohesive theme. — Resonance is a marketing agency leader in China, since 2008. Get our latest insights here: radar.resonancedigital.com #china #digital #social #media #influencer

Loewe’s CMO, Charlie Smith said, ‘We’re not afraid to do things that are left field,’ regarding their incredibly effective TikTok strategy when speaking to Vogue earlier in the year. And now their FW24 campaign with Daniel Craig and Greta Lee, photographed by David Sims, presents us with ‘a study on how characters and their clothes are intimately related.’ And in doing so has leaned into Instagram’s meme culture, offering up a lesson in brand authenticity and once again going beyond the realms of traditional luxury marketing. 🔗 Read the article in full, free, by following the link in the comments. — #creativity #luxury #fashion #marketing

Who are the Global Voices Shaking Up Fashion? 🌍 Korean Voices doubled their Media Impact Value (MIV®) in 2023, cultivating massive loyal followings and direct consumer connections. Understanding who drives regional buzz is critical for sustaining annual performance, and consistent ROI is important. India emerged as 'the next frontier for luxury' with Bollywood star attendance at Fashion Weeks on the rise in the first two quarters. Indian Voices have grown their YoY MIV® by a staggering $153M. Brands like Prada, Dior, and Dolce and Gabbana are already tapping into these global Voices. Discover the best strategies for amplifying your reach in our report ‘Voices of Fashion’ 🔗 https://bit.ly/3u8jdaR #GlobalVoices #KoreanInfluencers #BollywoodFashion

The art of building powerful emotional bonds with your consumer starts from the inside out. #PRM Team

Looking to understand how Southeast Asia’s luxury market is evolving? Our latest insights at Canvas8 have just been featured in Rappler Discover how local stars like Kathryn Bernardo, Heart Evangelista, and Anne Curtis lead the charge in beauty and fashion endorsements, signalling a shift from Western to Asian icons. For brands and marketers, this is a must-read to understand the growing influence of regional pride and how it’s shaping consumer preferences across Southeast Asia. Check out the feature here! 👉 https://hubs.li/Q02VcFpT0 #Canvas8 #MarketTrends #LuxuryMarket #SoutheastAsia #BeautyAndFashion

"The key to coolness is aligning with audience values and cultural conversations," - Abigail Hodges, strategist for Gravity Road 😎 Fashion brands, especially in the luxury space, are having a tricky time of things as growth across Europe slowed during the first half of this year and, in some cases, are closing down completely. 👗 🕴 Not helping is the growing demand through fast fashion brands such as Shien and Temu which have become hundred billion dollar businesses in the last couple of years too. But, as Adidas is showing, legacy fashion brands can buck the trend and stay relevant with a lot of help from a continually reinvented marketing playbook that aims to drive connection with consumers. 🛍 Dani Gibson explored what is going on in the sector at the moment for Creative Salon Worldwide and shared the thoughts of Asad Shaykh, head of strategy for Grey London, Nici H. founder and artistic director for New Commercial Arts., and McCann London' creative/art director Gémina Gil Flores for their views. Click to read the full story available in the comments below 👇 #marketing #fashion #brandrelevance #adidas #shein #temu #luxurybrands

How to sell luxury goods in this economy? Make them hip, make them hop. The smartest luxury brands today aren’t pouring their efforts into social media, they’re investing in culture. Two standout brands leading this game are: 1. Bottega Veneta 2. Moncler Just look at how often Moncler is mentioned in top hip-hop tracks by influential hip-hop artists. Social Media posts are fast, hip-hop songs last. Due this strategy along with smart collaborations Moncler became cultural status symbol, alongside Gucci and Louis Vuitton. The world has shifted. Audience is fluid, marketing is product itself, economy is global. So the most successful companies aren’t just selling — they’re making the culture. yo

Love knows no borders #IconicCampaigns-5 series In 2011, United Colors of Benetton launched the "𝗨𝗻𝗵𝗮𝘁𝗲" campaign, featuring world leaders kissing intimately, making many people talk about it and causing controversy. 𝗚𝗼𝗮𝗹: To spread a message of unity and understanding among different cultures and nations. 𝗪𝗵𝗮𝘁 𝘄𝗲𝗻𝘁 𝗿𝗶𝗴𝗵𝘁: 1. It captured global attention due to its provocative nature. 2. Using famous politicians made the message of peace and tolerance easy to understand for many people. 3. Social media helped reach millions worldwide, making the campaign even more visible. 𝗪𝗵𝗮𝘁 𝘄𝗲𝗻𝘁 𝘄𝗿𝗼𝗻𝗴: 1. Some people thought using political figures in intimate scenes was disrespectful and inappropriate. 2. Different cultures saw the campaign differently, some seeing as artistic expression and others finding it offensive. 3. There was a risk of damaging Benetton's reputation due to the controversy. 𝗪𝗮𝘀 𝗶𝘁 𝘀𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹? Yes, it got people talking about peace and tolerance worldwide, even though some didn't like it. But whether it achieved its main goal of bringing people together is up for debate. P.S. What do you think about this bold move? 🍪 Enjoyed this post? ↳ Follow me ( Ananya raj ) for more such content. it’s worth it:) ♻ Repost #benetton #marketing #brandstrategy