Yiling Pan
Dec 18, 2017

Are Chinese millennials bored of celebrity brand ambassadors?

Some brand ambassadorships—such as Dior’s recruitment of Angelababy and Zhao Liying—have been met with raised eyebrows from Chinese consumers.

Fan Bingbing at Louis Vuitton's Paris Spring/Summer 2018 Fashion Show. Photo: VCG

Dior has Angelababy, Gucci has Li Yuchun, and Burberry has Zhou Dongyu.

Luxury brands in China have taken a big step forward with their ambassador strategies in 2017, hoping to ingratiate themselves with the celebrities’ phenomenal followings, a large portion of whom are Chinese millennials. But is it the right strategy

The direction that luxury brands have taken is in line with the conventional wisdom, which holds that associating with...

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