Susanna Nicoletti
Apr 22, 2019

Culture marketing is the secret weapon for success in China

For a luxury brand to get Chinese consumers deeply engaged, a new process is needed.

’Ciao by Tod's‘ campaign is not engaging to Chinese consumers because there is no sign of a two-way conversation, no engagement with the customer’s unique circumstances. Photo: Tod's

The way fashion is consumed has changed significantly over the last decade. A new era opened when social media gave customers and fans a voice, and brands were completely unprepared for it. Previously, these brands were the market influencers, and their power wasn’t challenged. But with the emergence of the China market, which has its own specific rules and an even more democratic social media approach, fashion brands need new marketing approaches to meet the needs of this...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Apple poaches Publicis Groupe creative chief Nick Law
Premium
2 hours ago

Apple poaches Publicis Groupe creative chief Nick Law

Law joined French holding company in April 2018 after 17 years at Interpublic's R/GA.

Premium
S4 Capital says Publicis’ Epsilon deal 'risky'
Premium
6 hours ago

S4 Capital says Publicis’ Epsilon deal 'risky'

S4 Capital chief executive questions Publicis Groupe’s $4.4 billion acquisition of business that “might not exist in a few months”.

Premium
GPJ opens office in Auckland
Premium
9 hours ago

GPJ opens office in Auckland

The experiential agency has appointed a native Kiwi, Tomaz Kljakovic, as NZ country manager.