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What fashion brand is at the top of Chinese people's minds?

August 14, 2017

Last month, Red Carpet Research published a study of brands that come to mind first among affluent British and Chinese consumers in the categories Fashion, Auto, Hotel and Banking.

 

Today, we will be taking a closer look at its findings on the fashion sector. We included the selected brands and analyzed their performance on Chinese social media - mainly Weibo and WeChat.

 

First, let's talk about their Weibo followers: 

 

Although a brand's Weibo followers don't always reflect how popular a brand is in China, these numbers along with engagement rates still give us a pretty good idea how they interact with their Chinese target audience. 

 

As the first luxury fashion brands on Weibo, Chanel and Louis Vuitton joined the platform around the same year. As anticipated, these two French brands have successfully crafted their own ways of communicating with their Chinese audiences - through highlighting shows, art exhibitions, and celebrity engagement. On the other hand, while Hermès is a relatively late-comer on the Weibo (joined only 3 years ago), the brand's style - elegant and low-key - and supreme craftsman quality have managed to find resonance with an established Weibo audience over a short period of time by appealing directly to many Chinese's current fashion sense. 

Chanel latest campaign/collaboration with Chinese/Hong Kong celebrities: 

 

Beauty - Liu Shi Shi, a very beloved Chinese actress with 29 million Weibo followers now sponsoring Chanel's 'Les Beiges' Series

 

 

J12 - William Chan - a new-rising HK artist having more than 23 million Weibo followers

 

These two are also featured in a new popular Chinese TV series, Lost Love in Times. With the popularity of this show, Chanel has a good chance of gaining greater social user awareness and sales. 

 

Event - Fall-Winter 2017/18 Haute Couture Chanel Show - Karl Lagerfeld custom-built an Eiffel Tower replica

 

 

This show invited many Chinese artists including Zhou Xun and Liu Wen. 

 

Zhou Xun - one of the most worldwide recognized Chinese actresses having 4.7 million Weibo followers

 

 

Liu Wen, super model once marked as having "by far, the biggest social-media audience of any model" by American Vogue with her 19 million Weibo followers. She is undoubtedly one of the most influential celebrities/models on Weibo. 

 

 

Of course, we cannot overlook Chanel's Gabrielle Bag Campaign With G-Dragon this June. This video has gained 309k views and 440k views respectively from Chanel's Youtube and Youku channels.

 

 

In summary, we can say that Chanel understands their target audiences and reaches them by collaborating with their interesting celebrities. In terms of the upcoming one of the most important Chinese holidays - Chinese Valentine's Day August 28th - Chanel seems still waiting to launch their campaign by the time we published this article.  

Louis Vuitton continues their long-time relationship with Fan Bing Bing, one of the most high-key/successful Chinese celebrities who has 58 million Weibo followers. 

 

 

To great furor, Fan Bing Bing was invited to be in the Cannes Film Festival Jury this May and Festival de Cannes (Official) on Youtube shared her story.

 

 

At this inspiring event, Fan Bing Bing wore Louis Vuitton's custom made pink lace gown. 

 

 

Furthermore, in an effort to appeal to younger audiences, this 163-years-old French brand recently collaborated with 27yo Chinese entertainer, Lu Han, who has 37 million Weibo followers. 

 

 

This major global ad campaign for Tambour Horizon Watch featuring international celebrities has gained them many social engagements - both in the west and east. 

 

Featuring Jennifer Connelly, Catherine Deneuve, Jaden Smith, Doona Bae, Ebizo Ichikawa, Urassaya Sperbund, Lu Han, Victor Cruz, Miranda Kerr, Adèle Exarchopoulos, Laura Harrier and Gong Yoo.

 

Just recently, Louis Vuitton finally launched their online shopping service for the Chinese netizens which allows them to pay via Alipay and WeChat Payment. 

Harnessing the power of Chinese celebrities and through long-time China market cultivation, Louis Vuitton and Chanel have become the most prevailing  luxury fashion brands in Chinese neitizens' minds. 

 

The most recent campaign Dior has held in China is the Miss Dior Fragrance Event in Shanghai last month. This event featured their global ambassador, Natalie Portman, and many Chinese KOLs (Key Opinion Leaders).

 

 

On the night of the campaign, Miss Dior posts where plastered everywhere on the Chinese social media - live stream channels, Weibo, WeChat, Youku.....everywhere. It was widely considered to have been a highly successful campaign bringing Dior closer to their Chinese audiences. 

Dior featured their legendary Lady Dior Bag for the upcoming Chinese Valentine's Day. 

 

Angelababy, Dior's new brand ambassador, shared her singing on Dior's WeChat to sparkle this campaign teaser. Angelababy - China’s ‘Kim Kardashian’ Sparks Controversy as Dior’s New Brand Ambassador - JingDaily.

 

Based on what's mentioned above, have you already guessed which luxury brands are at the top of the Chinese audience's mind?

 

Surprisingly, Cartier, Burberry and Prada don't even make it to the top 5 luxury brands the Chinese affluent think of according Red Carpet Research. Nevertheless, we do believe that as jury member of the popular Chinese talent show - The Rap of China - Kris Wu will be bringing a lot more social resonance for Burberry soon.

Speaking of the Rap of China, I have to mention one of the fastest-responsive brands, Alibaba's Alipay, having MC Jin and TT featured in their latest TVC. 

 

 

Another highlight is that Hermès seems to be quickly growing its appeal among its Chinese audience with their fine leather and impeccable quality product finish without too many big social campaigns. 

 

 What do you think of this list? Let us know!

 

Contact us for your China strategy now hello@chinesekols.com

 

 

 

 

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