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Marketing

With Kris Wu and other idols tainted, what is luxury’s next China strategy?

September 23, 2021

Top-tier idols were powerful marketing tools in China until scandal struck. So what are some smart future strategies for luxury houses? Image credit: Dior Top-tier idols were powerful marketing tools in China until scandal struck. So what are some smart future strategies for luxury houses? Image credit: Dior

 

By Adina-Laura Achim

Until recently, top-tier key opinion leaders (KOLs) and idols were powerful marketing tools in China. But recent scandals have tarnished the image of some of the most famous brand ambassadors, redirecting a backlash towards luxury brands.

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