The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
Yi Yangqianxi, also known by the English name, Jackson Yee, has proven such a hit as Tiffany & Co.’s regional ambassador in China since his appointment last June, that he has now been promoted to a global ambassador role, according to an announcement on the jeweller’s official Weibo account posted today.
Just a week ago, the young star, best known as a member of boy band TF Boys, was also appointed global make-up and skincare ambassador for Armani Beauty.
The appointment of Asian stars generally and Chinese celebs in particular to be the global faces of brands - most prominently in the luxury and beauty sectors - has grown in popularity this year, as more and more international brands turn to Asia for sales growth.
Beijing’s Covid-19 policy shift will give the sector a boost in 2023 but a surge in infections and sluggish economic growth could dampen the recovery after an uplift from Chinese New Year.
This week, China rolled back some strict zero-Covid measures, opening a road to recovery for luxury and retail. But the journey is likely to be long and bumpy, experts warn.
Despite disappointing Singles Day sales results, harsh Zero Covid restrictions and supply chain woes, international beauty conglomerates continue to see China as a growth engine.
Disappointing sales were only part of the story, as brands increasingly used the world’s biggest online shopping festival as a marketing moment.