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
customerservices@campaignasia.com
or call+852 3175 1913

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 +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
GSK launches global creative review for pharma business
Premium
1 day ago

GSK launches global creative review for pharma business

The fee on the account is estimated at $30 million.

Premium
Havas Group restructures Asia-Pacific leadership
Premium
2 days ago

Havas Group restructures Asia-Pacific leadership

APAC CEO Mike Amour to leave the company with key regional markets reporting directly to New York and London.

Premium
'Commercial models need to catch up to live sports consumption' says F1 tech provider
Premium
2 days ago

'Commercial models need to catch up to live sports ...

While broadcasters still play an important role in curating the live sport experience for fans, they must also figure out how to monetise the viewing experience as it spreads across platforms.

Premium
See it Be it finalists on female leaders they look up to
Premium
2 days ago

See it Be it finalists on female leaders they look ...

Finalists of Spikes Asia's women acceleration programme open up about the leaders who truly inspire them.