As the influence of social media continues to expand in modern society, big stars who used to appear in front of the screen also have the opportunity to put aside their baggage and “step down from the altar” and perform online with a more real and close-to-people image. interactive. Of course, luxury brands will not miss this business opportunity. “Celebrities” have become an important channel for the digital generation to access high-quality news, among which Dior is the most sensitive!
In addition to Jisoo, the queen of sales, who is still hot, Dior has also signed Newjeans Haerin, Riko Yagi and other new generation brands this year to capture the young market. Men’s creative director Kim Jones is also optimistic about Jay Chou’s influence and officially announced that he has become the number one Chinese. A brand ambassador. Dior has announced 8 new celebrity ambassadors for 2023 alone, and is firmly ranked second in revenue of LVMH Group. It can only be said that the power of “star effect” cannot be underestimated!
The close cooperation between Dior and BLACKPINK Jisoo is so high that not only did she win the title of “Dior in the World”, but netizens also joked that she is simply Dior’s own daughter! Since she officially took over as the global brand ambassador in 2021, her looks every time she attends a Paris fashion show or brand event have become a must-have topic among netizens. She often shows off new bags on social media first, such as the 2024 early autumn bowling bag and the flip side bag. She can’t put it down for backpacks, and her style has become a fashionable indicator for girls to buy new products. As for the Dior beauty advertisements in which she appeared, there are more than 8 pieces so far this year, once again proving the super sales power of “Jisoo’s same style”!
Dior rushes to sign new faces to enter the young market
The K-POP craze continues not only in boutique brands. As the consumer market becomes younger and younger, brands are also turning to look for new generation faces with iconic and topical voices, such as Haerin, a member of the popular girl group Newjeans, who is popular around the world. Just one year after her debut, she won the title of “Youngest Dior Brand Ambassador” at the age of 17. She recently appeared in a Denim Dior Oblique image, wearing denim to show her lively side.
Rikako Yagi, a 22-year-old Japanese actress who became popular in the Japanese drama “First Love”, is also one of the candidates chosen by Dior. As the ambassador of the fashion and jewelry brand in Japan, her fresh temperament, sweet appearance and Dior are very similar. Suitable for everyday personal wear style. In the past, brands mostly used internationally renowned superstars and celebrities as spokespersons. Nowadays, the new generation of celebrities can be more close to the young group with a “people-friendly” image, successfully reducing the “cold feeling” distance of high-quality products.
The irreplaceable “Jay Chou” in the Chinese music scene
Of course, the LVMH Group, which has always been very forward-looking, is also well aware of the image positioning and commercial value represented by “brand ambassadors”. It is not a good idea to focus too much on a single ethnic group or market. For example, in December last year, Dior officially announced that Jay Chou would take over. Global brand ambassador, due to his music creation talent and great influence in the Chinese music circle, just being the first “Chinese-faced” brand ambassador is enough to prove the value of this status.
Most of Jay Chou’s fans were born in the 1980s and 1990s. They already have independent financial capabilities and have reached an age where they are interested in and can afford luxury goods. Therefore, Dior chose to tie Jay Chou to the high-end market. It is a very accurate and successful decision
