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Is the allure of Hollywood stardom on the wane as a marketing factor? From Charlize Theron for Dior to Keira Knightley for Chanel, luxury brands have regularly turned to Western film stars to be their global brand ambassadors, featuring in print and billboard campaigns worldwide.
But today, ambassadors are required to feature across more diverse marketing channels, where movie stars don’t always count for much. That’s why many brands are turning to multifaceted, digitally savvy K-pop stars.
In April, Louis Vuitton named K-pop group BTS as its global brand ambassadors, while Tiffany & Co. signed up Blackpink singer and recent solo artist Rosé, who has also been Saint Laurent’s global ambassador since AW20. Fellow Blackpink members have ambassador deals of their own, too: Lisa at Celine, Jennie at Chanel and Ji-soo at Dior. More recently, Burberry partnered with Itzy, and Givenchy with Aespa, both emerging K-pop names.
The deals speak to the broad appeal of these musicians, particularly in the US and Asia-Pacific, two key growth markets for luxury brands, particularly during the pandemic, says Avery Booker, chief operating officer at Content Commerce Insider, who has more than a decade of experience in global luxury market forecasting and digital marketing.
The Link LonkMay 24, 2021 at 11:50AM
https://www.voguebusiness.com/companies/forget-hollywood-new-global-luxury-brand-ambassadors-bts-blackpink
Forget Hollywood. There’s a new global brand ambassador - Vogue Business
https://news.google.com/search?q=forget&hl=en-US&gl=US&ceid=US:en
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