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Jing Day by day’s new KOL Tracker examines Chinese language stars’ attendance at Milan Trend Week. Are they a stable funding for manufacturers seeking to increase their visibility in China?
Host to luxurious’s largest manufacturers, the Spring/Summer season 2024 version of Milan Trend Week (MFW) is underneath the media and fashionistas’ highlight.
The anticipated debut exhibits of Sabato de Sarno for Gucci and Peter Hawkings for Tom Ford, in addition to the celebration of Moschino’s fortieth anniversary, dominated on-line conversations as big-spending maisons shrewdly pushed to new publicity heights.
As an example, homegrown down coat label Bosideng invited Chinese language-American Olympic freestyle snowboarding champion and world model ambassador Eileen Gu to open and shut its MFW present, marking her runway debut for a Chinese language clothes model. Gu’s video garnered 6.26 million views on Weibo.
By splurging on celebrities and influencers, particularly Chinese language ones, luxurious homes secured thousands and thousands of earned views throughout China’s social media platforms.
In keeping with social media knowledge and influencer advertising platform Lefty, 25 Chinese language celebrities shared MFW posts on social media (Weibo and Xiaohongshu), producing a staggering $13.8 million in earned media worth (EMV) in complete.
In partnership with Lefty, Jing Day by day’s KOL Tracker column dissects the impression these KOLs had on the conversations surrounding MFW and whether or not their star presence made an impression on China’s netizens. Proceed to learn the total article right here
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