Young people are becoming the object of competition for luxury brands. 2017 is a blowout year for Chinese stars to be invited as brand ambassadors or spokespersons. On the evening of September 25th, Dior Dior officially announced Zhao Liying as the latest Chinese brand ambassador in Paris. She is also the third star to be appointed as the Chinese regional brand ambassador by Dior after Angelababy and Huang Xuan.
In fact, in addition to Dior, many first-line luxury brands including Chanel, Gucci, Fendi, Burberry, BVLGARI, DAMIANI, MONTBLANC and so on have all been looking for Chinese spokespersons or brand ambassadors in 2017.
Spokesperson is getting younger
It is not difficult to find that among the spokespersons or image ambassadors invited by the above brands, young stars occupy half of the country. Among the 18 brands, 13 brands spokespersons or ambassadors involved popular young stars. And the likes of Wu Yifan, Chen Weizhen, Yang Yang, Gui Lun, etc. are more favored by more than one big name.
This can indeed cause some heat in China, where the millennial generation is rising. It is reported that as Dior announced that Angelababy became its brand spokesperson this year, Weibo reprinted more than 700,000 times and commented 40,000 times, reaching the unprecedented popularity of Dior Weibo. You know, Dior has less than 2 million fans on Weibo, and Angelababy has more than 83.65 million fans on Weibo, which is 43 times more than Dior.
Refraction to performance, performance is not bad. In the first half of 2017, Dior's parent company LVMH Group's sales increased by 15% year-on-year; Gucci's revenue increased by more than 40% year-on-year to reach 2,832.5 million euros (about 22.4 billion yuan), and Gucci's parent company Kaiyun Group benefited. Internal revenue increased by 28.2% year-on-year, and net income increased by nearly 78%. Of course, another brand, Saint Laurent, also achieved revenue growth of 28.5% year-on-year in the first half of the year.
Francois-Henri Pinault, CEO of Kaiyun Group, said in an interview with the media in France that 50% of Gucci sales are now from young consumers under the age of 35, and another brand, Saint Laurent, even has 65% of sales come from this age segment.
However, some analysts pointed out that inviting young stars to be spokespersons does not mean absolute success, nor is it equivalent to fully grasping young consumers. Regardless of the original image of the brand, it is too quick and quick to combine with the popular young stars in China. Many young stars do not meet the original temperament of the brand, which is very unfavorable for establishing a good brand image.
The brand itself is also getting younger
Inviting young stars to help the brand is perhaps the most direct way to approach young people. But after all, it is not a cure for the symptoms, and good products are the foundation of all development. On the way to cater to consumers and rejuvenation, luxury goods have also put down their high body, not using bold elements such as prints, sequins and cowboys; it is to cross the border with some street fashion brands.
In the case of Gucci, the brand “turned over†began with the introduction of the new creative director Alessandro Michele in early 2015. After Michelle took office, he carried out a series of bold transformations on the original design aesthetics of the product, and even redesigned Gucci's classic double G logo. At the same time, he boldly introduced the brand logo of animal elements and whimsical prints and sequins. It is also considered one of the hottest big names at the moment.
In the Dior 2018 spring and summer big show, the product also continues the style of Maria Grazia Chiuri, the beret, denim fabric, gauze, slogan T-shirt as the designer's iconic piece, with the intention of attracting more Young consumers.
Louis Vuitton, who has always been considered to be "old-fashioned", is not to be outdone, and has started a joint cross-border, and the object of cooperation is a trend brand that makes people "fall through the glasses." In May of this year, LV and the Japanese street fashionista Hiroshi Fujiwara founded the street fashion brand Fragment Design launched a series of joint officially launched in the world; in July, and the current red to purple New York street brand Supreme crossover. It is said that this is a new customer group for LV snares, they are all directed at the tide brand.
In 2016, the growth rate of luxury goods in China was 4%, which is the first time in China's luxury consumption consumption in the past three years. From the performance of luxury goods in the first half of 2017, it is not difficult to see that the trend of recovery is obvious. A report jointly issued by Bain Consulting and the Italian Luxury Industry Association said that the luxury goods industry, including watches, jewellery, apparel, footwear and leather goods, will rise to 254 billion to 259 billion euros in 2017. At present, it seems that the luxury goods are getting younger and younger.
Enter the Dior Brand Center
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