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...

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