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Louis Vuitton Continues Investing In Chinese Celebrity Endorsements
Luxury label Louis Vuitton treads through its tried-and-tested celebrity endorsement route, with Chinese idol Dylan Wang being the latest to join its coterie of stars.
The sensational 24-year-old Chinese thespian has starred in a video showcasing the French luxury label’s collaboration with Japanese artist Yayoi Kusama. The campaign has already become a viral hit in China among fashion savvy youth. This isn’t surprising has the lead from popular historical fantasy drama Love Between Fairy and Devil, has over 17m Weibo followers.
Due to his mainstream popularity, Wang who was named as one of China GQ’s “Men of the Year” and awarded the “Actor of the Year” crown at China Esquire’s Man At His Best event in 2022, has increasingly appeared under the radar of some of biggest global brands keen to strengthen their reach in China.
Since breaking ties with scandalous rapper Kris Wu in 2021, LV has also secured deals with the likes of Chinese snowboarder Su Yiming and boy band TNT as the brand is keen to make a splash in China’s thriving menswear market.
According to ASN data, Louis Vuitton is the 2nd largest player (9%, ~US$11.3m) for its category in the Asian sponsorship market since Q220. In fact, Q123 has seen the French luxury label investment to US$1.8m, an almost 81% rise from its average quarterly investment of slightly above US$1m. Much of its investment (82.9%) has been in China with celebrity endorsements in the range of US$232k to US$840k being the norm.
