More than two decades ago, it was hard to find Asian names appearing as global ambassadors for luxury brands. But now, from fashion to cosmetics, all are showing a strong rise of Brand Representatives/Ambassadors from Asia, especially Korea and China.
3 bullet points explain the strategy of choosing Asian stars to become the beloved of high-end brands
In 2021, the social network exploded when the popular group BTS was appointed as the Global Ambassador of the luxury brand Louis Vuitton. Previously, the girl group BLACKPINK with four girls was known as the “jewels” of high-end fashion brands such as CHANEL, Celine, Saint Laurent, Dior, Tiffany & Co. or Bvlgari.
In addition, many other Korean stars such as G-Dragon, Song Hye Kyo, IU, etc. have all caught the eye of the “giants” of the luxury industry. Never before has the world witnessed the “throne” of so many representative faces from the land of Kim Chi.
Besides Korea, China is also the “homeland” of many “expensive” representatives. The most luxurious brand CHANEL gives special favor to the country of billions of people when Chau Tan is named the only “Oriental muse” of the French fashion house. Meanwhile, Christian Dior also gives rare treatment to “Miss Dior” Angelababy Duong Dinh.
Other giants such as Louis Vuitton, Valentino, Prada, Fendi, Boucheron, etc. are also not afraid to appoint Chinese stars as brand representatives. Prominent faces include Luu Yifei, Duong Yen, Loc Ham, Crown Prince Khon, … and countless other regional ambassadors.
So what does the strategy of “infiltrating” Asia of the world’s famous luxury fashion houses mean to affirming the brand’s stature as well as properly conveying the brand’s values to the fashion world?
Strong economic development has led to the birth of the “super-rich” classes, making Asia a “gold mine” for luxury brands. In particular, during the peak of the Covid-19 epidemic, while purchasing power around the world decreased, the demand for luxury goods increased unexpectedly in Asian countries. For the first time in history, Asia has surpassed Europe and America to become the largest market for luxury goods.
According to data released by Investment Bank Jefferies, the growth of luxury goods consumption in Korea and China in 2020 and 2021 far exceeds previous years. This is also confirmed by high-end brands such as Bottega Veneta, Balenciaga or Saint Laurent… with outstanding sales. In particular, economists believe that China will become the world’s largest luxury goods market by 2025.
With that growth, Asia naturally becomes a “delicious piece of cake” that high-end brands care about and seek to “please”. In addition to special offers and collections for the Tet holiday, the selection of representatives from Asia also contributes significantly to strengthening the brand’s image to customers in this region.
Some brands have even chosen to appoint multiple regional ambassadors in Asia at once to increase their influence (such as Dior with 3 Chinese regional ambassadors, Gucci with 4 Chinese ambassadors). Country,…).
Along with the economy, Asian culture is also gaining popularity more than ever. The Hallyu wave has produced a generation of idols with influence and strong voices on social networks, attracting a large number of global fans. China promotes cultural diffusion through economic influence.
Films about Asians, music from Asian countries, movements to protect Asians… Never before has Asian issues received so much attention in Western countries. .
Therefore, high-end fashion brands also need to show “interest” in Asia, especially to get rid of the long-standing unequal prejudice when always taking white models as the center in all campaigns. broadcast translation.
The selection of Asian representative faces is now not only an economic calculation, but it also shows the respect of brands for Asian culture and people, contributing to the promotion of diversity. as well as return the inherent comprehensiveness of fashion.
In addition to the strong influence, the spending power and passionate fandom of the audience is also the reason why luxury brands focus more on Asian celebrities. Asian stars always have extremely high rates of social media interaction from passionate fans. Idol groups like BTS or BLACKPINK, their fans are known as a community that always supports their idols.
They don’t hesitate to spend their money choosing to buy a product, service that their idol represents, or even the items that the idol is using – with the desire to have “cheap moments” (approx. engraved “accidentally” sharing the same item) with their favorite stars. And they are also aware that: the higher the consumption of the representative product, the higher the status and reputation of their star.
This leads to fans being willing to spend more money on branded products to increase their commercial value, helping their idols have higher achievements and popularity than other idols. For China, this race is even more “fierce”, as the “Commercial Value Rankings” based on the spending power of the audience continuously appear. Since then, the “warm boys and girls” are not afraid to spend hundreds of thousands of yuan buying branded goods represented by idols to increase “commercial performance”.
The stronger the spending power, the stronger the fan community, the more famous and influential that star is. Taking advantage of the competitive mentality among these communities, brands can easily gain great economic benefits when “choosing” Asian stars to “send gold”.
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