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The spring 2023 men’s clothing program has served as a playground for some of the world’s leading names to name a few. With their impressive collection and bold collection, brands went out to perform on and off the plane.
And there were good reasons to be big. Locks and stalls closed in China from March to May, many fashion players Sales fall reported In the country and Expectations For their business this year. But instead of turning to international markets for growth, they are moving forward, resisting the wind, realizing that China is still on the verge of becoming the world’s largest luxury market. In 2025.
Similarly, several trends were observed at the time. Luxury houses, in particular, have recruited General Z’s talents from actors to athletes to make a name for themselves on Chinese social media. Meanwhile, the names of local designers such as Feng Chen Wang and Joon took a unique approach to Chinese-inspired design.
To find out which brands have had a lasting impact in China, an influential marketing platform left Investigated the acquired media value (EMV) during this period. Based on that information, here are the luxury names that created the greatest awareness and how it went up.
Keeping things young.
Luxury fashion always promotes the beauty and spontaneity of youth. But now, in General Zed’s world, this approach is even more pronounced by the driver. Louis Vuitton was a prime example of how well he did this, eventually earning $ 12.3 million in EMV in China.
Chinese Boy Band Advertising for Beginners Young people in the Times Like ambassadors the day before the Paris show. Using the star power of the team’s seven General Z members, the museum has moved 64% of the EMV alone. Louis Vuitton has teamed up with the 18-year-old ski champion. Sue Yiming To invite fans to watch a live stream of post-Olympic sports in China. Offline, LVMH’s flagship brand continues to bring the youth theme to life with the collection – a bright yellow doll race with giant red balloons.
The timely appointment of young people as brand ambassadors has helped to make brand awareness a priority for consumers. Photo: Louis Vuitton Weibo
Pay for interactive invitations.
Like Luis Putton, Prada relies heavily on celebrities and KOLs to create a social media buzz in China. However, the race to Milan was even more exciting. The Italian luxury house has invited eight Chinese influencers to meet and invite spectators to the show, including brand ambassador Kai Punf, actor Lee Pupeng and table tennis Olympic champion Ma Long. They raised $ 2.65 million together in EMV. Overall, this initiative helped Prada generate $ 7.2 million in EMV – three times the number of Fendi EMV listed in No. 2.
In the Weibo Post, Chinese Idol Kai Kun invited fans to watch the Prada Men’s Clothing Show with more than 1.7 million likes. Photo die Kai Unung Weibo
Local names guide interest.
London-based international attention is no stranger. Feng Chen Wang It has adopted a relatively low investment strategy to attract the Chinese market. According to Lefty, it was the only brand to direct all traffic to Xiaohonghsu by hosting a live stream on the name designer’s personal account. This differs from the best brands such as Prada, which hosts live broadcasts on Weibo, Douyin, WeChat Channels, WeChat Mini Program and Tmall. But since Xiaohongshu is the focus of modern fashion lovers, the move will make sense for a future Chinese designer. In addition, Feng Chen Wang is ranked 13th in the EMV in the first week of Paris Fashion Week.
Chinese brand John, who specializes in men’s trousers, made his debut in Milan Fashion Week and competed for the top 7 in EMV ($ 503k). 22 With only Influencers at Work, the talk was mostly about design. In avant-garde images combined with ancient Chinese bodies, Joon presented a new beauty that was well received by Chinese and international fashion critics.
John Suri’s inspiration is inspired by Chinese landscapes. Photo: John Weibo
While selling in China has been challenging over the past quarter, these events show that brands are still able to engage local consumers. By choosing the right ambassadors, using various social media platforms, and offering targeted collections, luxury companies can build on their return – and attract new fans along the way.
Download Lefty Report – Judgment of Chinese Men’s Fashion Week S / S23 over here
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