Style
Asian era: when oriental stars are sought after by the luxury fashion world
Feb
Just rewinding a decade ago, you can easily see that Asian faces like Devon Aoki, Liu Wen, Soo Joo Park, and Irene Kim… are still something “foreign” to the international fashion industry. economic. Or rather, in the past, Asian elements often appeared as floral accents demonstrating the efforts of luxury brands to diversify or equalize. Now, when fashion is entering an Asian era, it is also the time when the stars and idols of this continent turn their backs.
Asian era: when oriental stars are sought after by the luxury fashion world
Financial reports over the past 5 years on GDP growth in Asia as well as continuously updated quarterly revenue reports in this market lead to only one conclusion: Asia is the main and is the next stop for luxury fashion. Not only investing in expanding the physical store system or testing new business models, organizing shows exclusively for Asian cities, or launching limited-edition collections covered in color. Continent’s history – culture – beliefs, brands also prefer a simple and most effective market capture strategy: accompanying star idols.
In the last decade of the 20th century and the first two decades of the 21st century, high fashion is associated with supermodels, then music stars, and Hollywood movie stars: from the golden era of Naomi Campbell, and Kate Moss until the time of the throne of music superstars or movie stars such as Rolling Stone singer Keith Richards and Angelina Jolie (Louis Vuitton), Courtney Love (Saint Laurent), Emma Watson (Burberry), Penelope Cruz (Chanel)…
Over time, the explosion of social networking platforms as well as the increasing awareness of personalization in the basic consumer community has redirected the need to choose a representative face. for brands. Now, the level of popularity thanks to a music album that ranks high on Billboard, Spotify or a blockbuster that remains at the box office doesn’t make much sense anymore.
At this time, Asian stars, more specifically idols who came out of the Hallyu wave or big reality shows, have become choices that fit the new requirements of the times. They have wide coverage on all social networking platforms, and their colorful lives are always updated in many ways by the public. They are the typical faces of the fertile Asian market and especially the terrible attraction to the most powerful generation of customers today – Gen Z.
In 2016, G-Dragon was announced as the global brand ambassador for Chanel. Need to know: Chanel so far has not had a menswear line. Therefore, choosing an Asian male idol as the global face of this brand is a movement capable of destroying the media on a large scale, changing the market landscape. From this milestone onwards, Korean idols in particular and Asian idols in general have become an indispensable force in any short-term campaigns or long-term development plans of brands. luxury fashion.
Look no further, LVMH is one of the pioneers aggressively appointing a series of Asian ambassadors representing the brands under the group. Only LVMH’s top money-making machine – Louis Vuitton – has carried all the names with dishes such as Jung Ho Yeon (actress of the Netflix series “Squid game”), BTS (the top boyband in Korea), Naomi Osaka (current No. 1 female tennis player).
Dior also briefly closed the application in time with singer Jisoo (Blackpink), actress Angelababy, skater Kim Yuna, and Oh Sehun (member of EXO). Celine achieved double-digit growth in the Chinese market from 2018 to 2021 thanks to the recruitment of Lisa (Blackpink) as a brand ambassador right from the early days of becoming creative director of Hedi Slimane… During quarter 1 of the year 2022,
Another rival of LVMH – Kering Group – is equally competitive in the race for money and rights to recruit idol ambassadors. In October 2022, Gucci announced Hanni Pham Ngoc Han (member of the emerging group NewJeans) as the face of the brand in the Korean market next to actor Lee Jung Jae (film “Squid game”), singers IU and Kai (EXO). Particularly, Rosé (Blackpink) is the representative of Tiffany & Co. (under the LVMH group) and has just been the muse of Saint Laurent (belonging to the Kering group). Fendi also quickly gathered actor Kim Dami (“Itaewon class”), singer Jackson Wang and rapper Zicco.
Chanel, besides Miss Jennie Kim (Blackpink) who is able to re-direct the dressing style of a whole generation of Z, also has a cast of Chinese stars to narrow down the mainland market: Chau Tan, Vuong Nhat Bac, supermodel Luu Van, Bach Nhien Province…
“Collaborating with Asian idols, in the immediate future, will bring in almost immediate revenue for the brand. Their appeal not only affects millennials (gen Y) but also spreads very strongly to Gen Z – young people who are willing to pay for their luxury needs. In the long run, if idols become global superstars, it can be seen as a profitable investment for brands.
In case these idols quickly disappear or are eliminated from the harsh rotation of the entertainment industry… it doesn’t matter. Because, every week, there are still new generations of idols and talents appearing for brands to choose from,” said Louis Houdart, CEO of agency Creative Capital based in Shanghai, New York, Paris, and Jakarta.
In short, luxury brands understand very well that if there is not a single Asian idol to accompany them in this era, it means that they have lost the race for market share in Asia.
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