Chinese consumers are seeing an influx of sports collaborations from niche categories like skiing and camping, and there are good reasons behind why. Photo: Courtesy of adidas.
Through its efforts to localise in China, the Christian Dior group recorded $21.6 billion in revenue during the first half of 2020, with 12% organic growth.
Perhaps the most important aspect of Dior’s bounce back strategy, was a component that was not specific to the crisis alone, but dependent on the brand’s long term commitment to the Chinese market.
During a workshop at a Chinese university, the brand presented a map of China that did not include Taiwan.
The hour-long livestreaming session took place in Chengdu on November 16.
The brand is highly effective at inspiring Chinese youth to express the cultural values and philosophy they stand for, according to RTG Consulting.
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