What happened
On December 27, Michael Kors appointed Chinese actor and singer Tan Jianci, widely known as JC-T, as its Greater China brand ambassador, signaling a significant shift in the brand's marketing approach.
“JC-T is a magnetic force when it comes to his work and his style,” said the brand’s founder and fashion designer Michael Kors in a release. “We’re thrilled to welcome him to the Michael Kors family.”
JC-T, who stars in the Chinese fantasy series Lost You Forever, commands a substantial following of over 15.5 million on Weibo. The announcement, accompanied by a black-and-white campaign showcasing JC-T styled with a denim jacket and the brand's iconic Mila handbag, generated positive feedback from netizens. The campaign hashtags attracted 200 million views and drove over 5.7 million engagements on Weibo, within 4 hours.
The Jing Take
This announcement campaign reflects Michael Kors' efforts to rejuvenate its brand image and connect with a younger demographic. Rather than focusing solely on the brand's famous handbags, the campaign introduces a refreshed brand image with a modern nuance.
To mark the appointment, the brand launched the "JCTalk" creative project to communicate its core values directly to its target audience through personal narratives.
While difficult times may be ahead for brands in the affordable luxury sector, Michael Kors is making strategic moves in the Chinese market, highlighted by its appointment of actress Shu Qi as global brand ambassador in March 2023. These two ambassadorial appointments leverage the stars’ substantial Greater China fan bases to boost Michael Kors’ visibility.
In November, the brand strengthened ties with China's entertainment industry by sponsoring the 36th China Golden Rooster Awards, thereby appealing to local consumers through alignment with A-list celebrities.
The brand has also been expanding its retail presence, with new boutiques in Beijing, Lanzhou, and Jinan opened in 2023, and another store slated for Nanjing in January 2024.
Michael Kors' strategic celebrity partnerships, event sponsorships, and retail expansion in China of late comprise a bold effort to enhance its image and secure success in a highly competitive market.
The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.