- Luxury Daily - https://www.luxurydaily.com -

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

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.