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Articles by Max Mara On-Screen
How to Recontextualize Brand Narratives in China
Key Takeaways: With a sophisticated understanding of China’s digital ecosystems, Max Mara has successfully built up a content-to-commerce loop. Luxury brands need to tailor social currency that can be showcased and shared with users’ friends via social platforms, per each campaign’s themes, as well as each platform’s user demographics and capabilities.
Watch Parties and Livestreaming Connects Paris Fashion Week to China
This season, Jing Daily Fashion Week Score, which evaluates how a brand’s collection resonates with the Chinese audience through a range of parameters, focuses on Paris, the last stop of the big four Spring 2021 Fashion Weeks. Of these, Paris managed to combine digital to the greatest effect and its designers took leaps of the imagination with their collections, which almost made up the lack of runway shows. But this is the new reality and fashion audiences need to readjust for the long haul.
How Emerging Beauty Players Tap Into China's Digital Market
The Social Edition is our weekly series which deep dives into luxury initiatives in China’s social media landscape. Every week, we highlight brand campaigns distributed on Chinese digital platforms — WeChat, Weibo, Tmall, Douyin, and beyond. Our coverage spotlights global luxury brands, global beauty brands, and local Chinese brands. The latter gives insight into some of China’s most successful campaigns, which often come from local players, and are outside of the beauty and fashion space.
At Milan Fashion Week, Luxury Fashion Brands Focus On China
This season’s Jing Daily Fashion Week Score, which evaluates how a brand’s collection resonates with the Chinese audience through a range of parameters, moves on to Milan to analyze how well brands and designers coped with the current climate. Unlike New York and London, Milan fared far better at putting on fashion shows during a pandemic. Milan Fashion Week Spring 2021 managed to host over twenty runways and produce a fairly cohesive fusion of digital and real-life events.
The Battle Between Niche and Accessible Luxury Brands for Young Chinese Consumers Begins
When Luo Yihan, 21, began her first year at an art school in Los Angeles, it was around the same time that she had her first taste for luxury, purchasing handbags from Michael Kors, Coach, and Kate Spade. But over the next couple of years, she lost interest in these brands.
The Pros And Cons Of Flash Sales In China
On a cloudy morning in April, a line outside a flash sale showroom in Shanghai’s city center quietly formed before 8 o’clock. Waiting in masks, these customers were on a mission to get treasured items by Thom Browne, Sergio Rossi, and many others discounted by as much as 90 percent. It was the first day of the showroom’s soft opening, and as Léa Pellequer, the relationship manager at the members-only flash sales company OnTheList, remembers, people were excited.
How the APAC Business Head at DVF Turned Virus Fear Into Strength
In response to the COVID-19 crisis, Jing Daily is placing an emphasis on profiling the movers and shakers that together build the luxury industry. Our profiles are highlighting the individuals who contribute to the fashion community, from consumers and behind-the-scenes employees to business executives and influential creatives. Gabby Hirata was removed by security on her first attempt to break into fashion.
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