Luxury brands are rushing to lure Chinese buyers as coronavirus lockdown is lifted – but is it too soon to shop safely?
Victoria’s Secret named Zhou Dongyu its latest China ambassador, BMW has Jackson Yee as its face, and Wan Li Mu asked 5 Chinese celebrities to help promote its brand
As China continues to show signs of recovery from the coronavirus outbreak, luxury brands are starting to act quickly, hoping to move forward their promotional calendars and entice shopping-deprived, freshly-out-of-quarantine customers before the mark-down season hits. After a dormant period during lockdown, celebrity-driven campaigns are now being released with taglines and messages conscious of the current situation.
Positive, feel-good and motivational campaigns are gaining traction online and via social media. STYLE takes a look at how luxury brands are cautiously capitalising on Chinese buyers in the wake of the coronavirus recovery.
Zhou Dongyu named Victoria’s Secret China ambassador
Lingerie giant Victoria’s Secret named Zhou Dongyu its latest China ambassador. The award-winning actress announced the news on her Weibo account on April 20 with a video captioned “sexy has many facets” and “define the new sexy”.
Unlike the scantily-clad Victoria’s Secret Angels, the clean-faced Zhou was featured in the black-and-white video wearing a casual ensemble of loungewear. Zhou, best known for her girl-next-door demure, seems to be an unlikely fit for Victoria’s Secret. However, she’s a refreshing ambassador for the lingerie giant, which is often under fire for its harassment allegations and criticism.
Zhou who made her breakthrough starring famous Chinese filmmaker Zhang Yimou’s Under the Hawthorn Tree (2010) and won Best Actress at the 53rd Golden Horse Awards for her role in Soul Mate (2016) has been tapped by luxury brands including Burberry and Boucheron as ambassadors.
Victoria’s Secret cancelled its 2019 fashion show – an extravagant marketing stunt amid declining sales and show ratings, as well as a change of direction for digital marketing.
BMW appoints Jackson Yee as first-ever China ambassador
