Can Gucci woo Chinese consumers with Song Weilong?

Gucci has announced the appointment of Chinese actor Song Weilong as its latest brand ambassador. Song was previously included in Forbes China’s 2019 Under 30 Elites list and won the Best New Actor Award at the 2019 China Movie Channel Media Awards. Song’s appointment could be seen as a bid to remain relevant in China, as the Italian brand experiences slowing demand in the country. As Kering’s flagship luxury fashion brand, Gucci saw a notable 18 percent year-over-year decline in revenue to €2.1 billion ($2.2 billion) on a comparable basis. François-Henri Pinault, chairman and CEO of Kering, acknowledged the significant downturn in the company’s performance for the first quarter. He attributed this to sluggish market conditions, particularly in China, and the strategic repositioning of certain brands, notably Gucci. As our columnist Daniel Langer has noted, the capacity to innovate, adapt, and ignite inspiration is a key determinant of a brand’s triumph or downfall. Langer advises that brands like Gucci shift their focus from blending in with others to reclaiming a unique, unparalleled narrative. Despite the disappointing sales this quarter, it’s important to highlight Gucci’s significant presence in China. Recent findings from RTG Consulting indicate that Gucci remains the foremost luxury brand in Shanghai. Recruiting more mainland celebrities as the faces of new and localized campaigns should help it stay top-of-mind with consumers. Earlier this year, Song attended Gucci’s menswear show in Milan in January and the Gucci Ancora event in Shanghai in March. This month, he starred alongside fellow brand ambassador Wen Qi in Gucci’s new advertisement, titled “Love Takes Off Again,” for the maison’s 520 campaign.

Can Gucci woo Chinese consumers with Song Weilong?

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Published May 11, 2024

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Can Gucci woo Chinese consumers with Song Weilong?