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Is luxury's C-pop global opportunity?

Fashion & StyleIs luxury's C-pop global opportunity?

During the London Fashion Week Fall 2024 affair, it was Hu Bing who came second in celebrity influence after David Beckham. In recent years, consumer behavior has been changing, with more people seeking inspiration from diverse cultures beyond their borders. C-pop stars and other celebrities are increasingly partnering with brands for ambassadorships and fashion week shows.

At the most recent Paris Fashion Week, the presence of idols Black Pink and Jisoo pushed Dior and Chanel to be the top performing influencers, in terms of engagement. C-pop is gaining recognition as a global opportunity. The South Korean government focused on K-pop becoming a global force helped propel the genre ahead of C-pop, yet the number of luxury house appointments prove its worth is increasing. He has taken up brand ambassadorial roles at Dior, La Mer, and Rimowa. Jackson Wang, a Hong Kong rapper, was named Louis Vuitton global brand ambassador last year, and Lay Zhang, a Chinese rapper, worked with Qe. Roy Wang became a global brand ambassador for Swiss luxury house Bally in July of 2023.

The President of Reverse Group, Anas Bournonville, says that C-pop stars can be appointed as global ambassadors to increase their reach and awareness among Chinese consumers. China is a core focus for brands and these ambassadors are an obvious way to connect with Chinese consumers. Jackson Wang had posts mentioning Louis Vuitton that made $2 million in MIV in the first quarter of the year. A group of over one billion people shouldn't be forgotten by luxury brands, says Bournonville. Dior's decision to appoint Jay Chou as its brand ambassador, for example, improved brand sentiment among local consumers and the Chinese diaspora worldwide.

Jay Chou is at the Dior Homme Menswear Fall/Winter 2025 show.

The influence of the King of Mandopop is rising as his posts mention Dior. He was the first male ambassador for La Mer when he joined Dior at the end of last year. C-pop stars might be taking off on a global scale, but there are risks that come with working with key opinion leaders that brands have to consider. Kris Wu, a pop star, was dropped by many brands after he was accused of rape. Prada dropped ambassador Zheng Shuang after it was reported she had abandoned two surrogate babies and evaded taxes, and a Chinese celebrity was accused of coercing a woman to have an abortion. The phrase "Prada spokesman curse” was coined by Chinese internet users.

The house is working with the Chinese women's football team.

Bournonville thinks that athletes might be a more reliable option for luxury brand ambassadors, as they can increase their brand exposure and improve their marketing stability. The drive for excellence is what makes naming an athlete as a brand ambassador safer.

The rise of Chinese stars as global ambassadors signifies a cultural phenomenon that is changing the dynamics of the fashion industry. As luxury brands continue to navigate the evolving landscape, the strategic alignment with Chinese ambassadors presents unparalleled marketing opportunities, but also a bridge to connect with an increasingly influential consumer demographic.

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