Jay Chou became the global brand ambassador of Dior, and this news caused a sensation in the entertainment industry. For the first time, Dior has chosen an artist from China as a global brand ambassador, which is undoubtedly a high recognition of Jay Chou's personal charm and international influence. In Asia, South Korean girl band Blackpink member Kim Ji-so is also a global brand ambassador for Dior, while previous collaborations include British actors Robert Pattinson and Anya Taylor-Joy. Jay Chou has previously attended the launch of luxury brands, including Chanel, but has not officially cooperated. His notable endorsements include Emma Electric Vehicle, Metersbonwe and Heilan House. However, Dior's choice of Jay Chou as its global brand ambassador means that his global influence will be further enhanced. In the Chinese market, Dior has chosen a series of traffic stars as brand spokespersons in the past, such as Angelababy and Zhao Liying, which has sparked a series of controversies.
Although these stars can bring a large number of ** to the brand, with the frequent thunderstorms of traffic stars, superimposed by netizens and consumers' dissatisfaction with traffic stars dominating the screen, the market discussion caused by the cooperation between luxury brands and traffic stars is gradually weakening. In contrast, choosing artists who have already made a name for themselves and built up a reputation can bring luxury brands back to the conversation. Therefore, Dior's choice of Jay Chou as its global brand ambassador may mark a shift in the brand's celebrity endorsement strategy. This also means that Dior will have a more comprehensive consideration of the layout of the global market. In general, Dior's choice of Jay Chou as its global brand ambassador is not only a recognition of Jay Chou's personal charm, but also a high affirmation of his international influence. For Dior, this cooperation may mean more attention to the construction of brand image and the adjustment of marketing strategy. For Jay Chou, this will be a new stage, and it will also be another cross-border cooperation in his artist career, and I believe that this cooperation will set off a new trend.
The news that Jay Chou has become the global brand ambassador of Dior has attracted widespread attention, which is also a logic that the fashion industry has demonstrated from the frequent collaborations between celebrities and luxury brands in recent years. After 2015, the global luxury market ushered in a wave of recovery, with younger people and digitalization becoming the main growth drivers. Today's consumers are more focused on the style and taste of luxury, and they crave the allure of luxury brands. Many established stars, such as Jay Chou, are still active in the entertainment industry, which provides a strong foundation for their cooperation with luxury brands. When celebrities first debuted and became popular, the model of cooperation between luxury goods and celebrities was not prevalent. Even if a luxury brand is interested, high-net-worth clients are reluctant to support it, as in the case of Chanel's choice of Coco Li as its spokesperson. However, with the growth of these celebrity fan groups and the improvement of their social status, their consumption tends to be the object of consideration for luxury brands. The loyalty and purchasing power of these fans to celebrities has become an extremely important resource for luxury brands, especially in the context of the global luxury industry.
Rather than attracting young consumers who are just getting involved in the luxury sector, it is more important and practical to dig deeper into the loyal consumer groups that have accumulated a certain amount of wealth.