How to Market a Fashion Brand in China in 2024
In this English language episode of《Good Morning, VOGUE China》, VOGUE China Editor-in-Chief, Margaret Zhang, and VOGUE Business China Associate Editorial Director, Yiling Pan, explore the fine balance between marketing and brand positioning in fashion and, more importantly, what makes a successful fashion brand in China. As traditional avenues for consumer visibility evolve in their relevance or role in making that final sale, Margaret and Yiling break down what is actually worth the investment. Our co-hosts sit down with two pairs of designers who have achieved considerable success in their brand marketing endeavors: Sébastien Meyer and Arnaud Vaillant from Coperni, who have adopted a more-is-more approach to hype marketing moments, reaping flow-on rewards in the China market; and Liushu Lei and Yutong Jiang from beloved Shanghai-based brand, Shushu/Tong, who have drawn fans including Olivia Rodrigo, Ayo Edebiri, and Jennie from Blackpink.
VOGUE China presents “Good Morning, VOGUE China”: your window into Chinese creative culture through the lens of fashion. From captivating conversations with industry giants and upcoming fashion disruptors to exclusive insights into the China market, industry trends, and local social phenomena, stay tuned on wherever you get your podcasts, in both English and Mandarin. 🎧
Key timestamps:
00:32 Latest news in fashion
03:40 Shanghai Fashion Week
05:13 2024 VOGUE China Fashion Fund
09:55 Coperni’s show-stopping fashion moments
12:24 Sébastien Meyer and Arnaud Vaillant in China
15:41 Creating viral moments and building brand identity
22:48 Technology impacting design process
33:12 Marketing fashion in China
39:37 Shushu/Tong at 2024 Shanghai Fashion Week
40:31 Role of the runway show
44:42 Shushu/Tong’s uniqueness
45:46 Brand collaborations
