Dior recently in the KOL propaganda means also revealed a high luxury brand in China encountered a greater problem: in the fierce competition in the market, whether to use innovation to get invincible.
Another controversial brand spokesperson in the Dior 2018 spring and summer clothing Paris fashion show held the day before, September 25, Dior in microblogging official account announced the Chinese actress Zhao Liying became the brand's latest spokesperson.
This decision from the appointment of Angelababy as the first Chinese brand spokesperson less than five months when many people on the image of Angelababy expressed dissatisfaction, that with the Dior brand image does not match.
Dior's Chinese spokesman on Zhao Liying will replace Angelababy told reporters the following statement: 'In fact, we have Zhao Liying before there are two Chinese spokesmen, respectively, Huang Xuan and Angelababy. We are very pleased to join Zhao Liying. '
Zhao Liying and Angelababy's characteristics are very similar, are beautiful young and hard work of the actress, but Zhao Liying also like Angelababy has been criticized as friends.
Microblogging friends Mr.F said: 'Dior in the end is thinking about what the brand is only concerned about the number of star zombie powder? I Angelababy and Zhao Liying itself without any advice, but their image is really not with the Dior. '
Only concerned about the creation of public opinion in the millennial generation
New York's KOL marketing company Bomoda founder Brian Buchwald that Dior appointed Zhao Liying for the brand spokesperson reflects the Dior dedicated to attracting young Chinese consumers, has been to regardless of the spokesperson on the sales of the degree of help, he said 'Zhao Liying most of the Fans are 90 and after 00, are very fond of her from a rural girl into a famous actress story.
But the third-party observers and experts in the industry that Zhao Liying image of the fashion element is not enough.Her endorsement of the brand are also civilians such as Dove this kind of product.
Bomoda's research shows that although she can produce a certain response in the social media, but she can drive the purchasing power of consumers is very lacking .Brian also said: 'She is a large part of the fans are young girls, although they are very willing Support idols in public opinion, but their actual purchasing power is very limited.
Bold attempt, adventure choice
And Dior before the appointment of the controversial brand ambassador Angelababy compared to Zhao Liying this choice has a deeper meaning - at the same time, Dior's first female creative designer Maria Grazia Chiuri published her latest series.
China's top fashion blogger, Gogoboi, has a strong relationship with luxury brands Louis Vuitton, Fendi and Givenchy, who posted a joke about Dior S / S 2018 style on September 27. In this article, he will Dior to attract the design of the millennium design inspiration with the local Chinese women's brand Aiyilian design compared.
Alylian brand image and high-end luxury brand exactly the opposite, is Dior avoid the brand.Now the Gogoboi post has been read more than 100,000 times, by nearly 1,000 users favorite.Many readers cheering for his courage.
'The brand is faced with consumers who have experience in luxury shopping, so they need to keep up to date to persuade them to buy,' said Luca Solca, head of luxury goods at Exane BNP Paribas, a French investment firm. He said he was optimistic about the future of Dior. 'I think Dior's situation is better than the Internet, and designer Maria Grazia Chiuri's new product seems to be on the right track.'
Identity crisis?
In a luxury industry consensus is: the brand must be through new products and marketing strategies to innovate in order to catch up with the growing consumer power of the Chinese millennial generation.
Creative capital founder founder and global director Louis Houdart that Dior eager to promote the generation of marketing from the brand in China's rapid growth pressure.
'Everyone has been praising Gucci's design for the past 2-3 season, but we need to remember where the brand comes from. Gucci has just gone through the turn, and for Dior, now a new starting point.
'Growth is necessary for luxury goods like Dior. They are owned by the listed company, and shareholders and financial analysts need to' see 'growth - which is contrary to the value of the luxury brand.'
'The same financial analysts want to see the growth of young consumers, and Zhao Liying has a lot of fans aged 15 to 24, can improve the relevance of the brand.'
However, the impetus of the millennials is fundamentally contrary to the image that Dior has long enjoyed by Chinese affluent consumers, which may be a major reason why young brand ambassadors such as Angelababy and Zhao Liying can not resonate with Dior's existing loyal fans.
'I always thought that Dior was a luxury brand designed for consumers who had transitioned from girls to women, and the propaganda of the millennial generation distorted its DNA.' A Wechat user named 'Stella Rice' in Gogoboi Message at the end of the article.
In addition, Dior represents the majority of luxury brands in China is facing a common problem, eager to meet the Chinese young people's taste lead to the loss of their original identity, to a certain extent, damage the authenticity and nature of the implementation of the brand in the process of young , Dior cut its value as a luxury brand, making it a marketing and branding campaign that aroused social media criticism.
