Chinese consumers and brands are becoming more confident.
Editor’s note: This article is from WeChat public account “LADYMAX” (ID: lmfashionnews) , Author Drizzie, reproduced with permission.
According to the fashion business news, MO & Co. officially announced on Monday that Chinese star Yang Mi became the first spokesperson for the brand. At the same time, a brand new MO & Co. | LOONEY TUNES co-branded campaign featuring Yang Mi was released. The brand stated in its official statement that Yang Mi ’s distinctive and fashionable attitude coincides with the spirit of MO & Co. ’s Girl Power passed to the younger generation. This cooperation will be another in-depth exploration of the definition of cool girls by the brand.
As of now, Yang Mi has more than 100 million followers on Weibo, and the topic of # 杨 劲 MOCO 品牌 代言人 # has been read more than 14 million, which has aroused widespread concern of the industry and consumers.
This is not only the first spokesperson of MO & Co., but also the first domestic apparel brand spoken by Yang Mi. In addition, she is currently the global spokesperson for Estée Lauder, the core brand of the American beauty giant, and the global spokesperson for Stuart Weitzman, a shoe brand. The endorsement contract with the light luxury brand Michael Kors has expired earlier.
It is worth noting that this year’s termination of Yang Mi’s contract with Italian luxury brand Versace caused great concern. As a Versace T-shirt actually listed Hong Kong and Macau as a country, it caused the anger of netizens and was exposed. Yang Mi, who became Versace’s first spokesperson on June 24, issued a statement through the agency team at 2 am on August 11 The unilateral termination of cooperation with the brand set a precedent for the fastest unilateral termination of a luxury brand spokesperson in history.
This event triggered a knock-on effect. Except for Versace, brands including Coach and Givenchy were found to have problem products. In just three days, luxury brands and Chinese stars have entered the anxious period from the honeymoon period of mass production of brand ambassadors.
Supermodel Liu Wen immediately announced his termination of contract with Coach. Guan Xiaotong and Yi Xi Qianxi also issued separate statements saying they would no longer cooperate with Coach and Givenchy, and Jiang Shuying and Swarovski terminated their cooperation relationship. As Calvin Klein was also alleged to be involved in sovereignty issues, Lin Yun dismissed Calvin Klein Underwear’s Asia-Pacific spokesperson cooperation the day after the appointment was announced.
Whether it is a brand or a celebrity in a social media and market environment where risks are rising sharply