Song’s appointment could be seen as a bid to remain relevant in China, as Gucci experiences slowing demand in the market.
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. Continue to read the full article here