Michael Kors aims young with Yang Zi as APAC face

Overview Michael Kors yesterday announced Chinese actress Yang Zi as its latest APAC brand ambassador, a strategic move to solidify its connection with China’s younger consumers. Yang, a household name since childhood, boasts 62 million followers on Weibo and built her name on popular TV shows and films that particularly resonated with younger audiences. The campaign visuals showcase Michael Kors’ ongoing evolution, with Yang embodying a refined, polished aesthetic that aligns with the brand’s updated image. Her effortless poise highlights the label’s shift towards a more contemporary and approachable identity. “The energy and style that Yang Zi brings to a global audience is truly one of a kind,” said Michael Kors. “We are excited to welcome her to the Michael Kors family.” Netizens’ reactions The announcement sparked positive reactions on social media, with Yang’s fanbase rallying behind the partnership. Netizens lauded the synergy between Yang’s personal style and Michael Kors’ revamped image. The collaboration also ignited widespread discussion across social platforms, with announcement-related hashtags trending and capturing significant attention. The Weibo hashtags “MK APAC Brand Ambassador” and “Yang Zi American Cool girl style” garnered over 100 million views in just 12 hours. Her partnership with Michael Kors have gone viral, sparking trending topics on Weibo. Verdict By partnering with Yang, Michael Kors has underscored its goal of building a strong presence among China’s younger consumers. Earlier this year, the brand launched several initiatives designed to rejuvenate its relevance, including a denim-themed bakery pop-up in Shanghai and a Chinese New Year short film titled Carry Your True Self. Both campaigns showcased a more relaxed, urban aesthetic that struck a chord with China’s fashion-forward audiences. This collaboration with Yang is a strategic move to strengthen the brand’s foothold in the Chinese market, appealing to consumers who prioritize both fashion and cultural resonance. Yang’s broad influence offers Michael Kors an opportunity to amplify its visibility among Gen Z audiences; by aligning with influential figures and embracing a contemporary ethos, the brand is cleverly positioning itself for further growth in an increasingly competitive luxury market.

Michael Kors aims young with Yang Zi as APAC face

On this page

Published September 21, 2024

Sectors

Insights

Company

Michael Kors aims young with Yang Zi as APAC face