Fendi taps Hong Kong millennial consumers by featuring Taeyang and Asian hip-hop acts
Fendi’s fashion music party features Choice 37, DJ Cawlr, Okasian, R.Tee, Bryan Chase, Arisa Ueno and DJ Victor Aime
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“You have to have some fun aspect of it,” says Fendi’s CEO Pietro Beccari. “Because you cannot [be]too serious, pompous and distant. You have to be close, to be fun and to not take yourself too seriously.”
Apart from the many digital initiatives, the Italian marque – known for its expertise in fur – throws lavish parties across the globe featuring cool artists and musicians that strike a chord with millennial customers.
Since its inauguration event in New York in February, the fashion music party is coming to Hong Kong tomorrow.
A post shared by Choice37 (@choice37) on Jul 25, 2017 at 3:43am PDT
The party is headlined by famous Asian DJs the likes of Choice 37, DJ Cawlr, rapper Okasian, R.Tee, Bryan Chase from South Korea as well as Arisa Ueno from Japan and DJ Victor Aime from China.