After a lacklustre 2023, recovery may be on the horizon for established and independent lines alike.

Tight new restrictions could mean trouble — and relief — for brands who have made livestreaming a key part of their sales strategy. But the Chinese government isn’t the only thing worrying brands about the booming channel.

Marketing to Chinese consumers in a time of crisis means that brands with tighter budgets need to consider new ways of leveraging Chinese influencers and celebrities.

Brands are going all out with campaigns aimed at capturing the hearts and wallets of Chinese consumers in the run-up to the annual 520 celebration. Here’s how to cut through all the marketing noise.    

Dr. Martens shoes have become the ultimate empowerment symbol for a generation of women rebelling against demure feminine aesthetics. Now other brands want in on the action.