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The Secret of Michael Kors’ Success in China [2022]

The Secret of Michael Kors’ Success in China [2022]

While high-end luxury sales have been reduced over the last few years, affordable luxury brands have gained popularity among Chinese consumers. Of course, the Chinese Gen Z dreams of purchasing a Dior or Louis Vuitton bag but now turns to affordable luxury brands in a quest for differentiation and product accumulation. This trend is also…

Bvlgari’s Unexpected Wonders film in China is a success

Bvlgari’s Unexpected Wonders film in China is a success

In Bvlgari’s branded film “Unexpected Wonders”, a journey in search of a miracle begins in the eternal capital of Rome. Bvlgari collaborated with Paolo Sorrentino, Oscar winner, and renowned Italian director, to create dreamlike images. They are known for their surreal and hyper-realistic shooting style. The video features Anne Hathaway (the global ambassador of the…

Gucci in China
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Gucci in China

What can luxury brands learn about brand storytelling from Gucci? Brand storytelling can be one of the most difficult tasks for any brand. It is more important than any other category for luxury brands. Gucci is an example of a brand that excels in this area. Kering, one of the world’s leading luxury brands, just…

Boycott of Fashion Brands in China: H&M Group not Giving-Up on the Chinese Market

Boycott of Fashion Brands in China: H&M Group not Giving-Up on the Chinese Market

Last Winter H&M was on the list of victims in a wave of boycotts against fashion brands in China. But they’re not giving up on the Chinese market just yet. In winter 2021, a number of high-profile Western fashion brands have come under fire from Chinese consumers over old tweets on Xinjiang cotton. H&M being…

Little Red Book bans 29 brands for Fake Marketing
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Little Red Book bans 29 brands for Fake Marketing

Xiaohongshu, the instagram of China bans 29 Brands Over ‘Fake Marketing’ Accusations According to local media reports Dove, Neutrogena and Nivea are among the international beauty and skincare brands that were caught up in the crackdown. Xiaohongshu, however, declined to name the brands it had “banned.” This ban seems to have resulted in the blocking…