Valentino and Tod’s are showing their appreciation for Chinese shoppers in their latest marketing endeavors. Valentino has released three special films titled “Valentino The Beginning of Red” in celebration of Lunar New Year. These films delve into the connection between Chinese culture and the color red, a hue that holds great significance in both Chinese traditions and the Valentino brand. The films feature cultural symbols such as the Xiling seal red ink pad, the Hong Tuan sticky rice cake, and the Xianju Boneless Paper Lanterns, which all represent different aspects of Chinese heritage.
Valentino’s approach not only demonstrates their respect for Chinese culture, but it also emphasizes the importance of the Chinese market and its consumers to the luxury industry. By incorporating red into their campaigns, they align with the color associated with Chinese New Year, further solidifying their bond with Chinese consumers.
Likewise, Tod’s has launched its SS24 campaign, enlisting Chinese actor and singer Xiao Zhan as their new Global Brand Ambassador. Xiao Zhan flawlessly showcases Tod’s products, including the Bubble Gommino, T Timeless Messenger, Di Bag, and the new Greca Belt. By featuring a prominent Chinese celebrity, Tod’s recognizes the influence and significance of local celebrities in their respective markets. This strategy not only elevates the brand’s recognition among Chinese consumers but also extends its global reach beyond China.
It is important to note that European luxury brands have increasingly been collaborating with Chinese and South Korean celebrities to tap into these prosperous markets. This growing trend emphasizes the importance of Asian celebrities in shaping consumer preferences and brand perception, both within their local markets and on a global scale.
In conclusion, both Valentino and Tod’s exhibit their dedication to engaging Chinese shoppers through culturally sensitive campaigns and strategic partnerships with influential celebrities. As the Chinese consumer continues to dominate the luxury market, it is crucial for brands to understand and cater to their preferences in order to thrive in this ever-changing landscape.
Useful links:
– Valentino The Beginning of Red Films
– Tod’s SS24 Campaign with Xiao Zhan
