Nike x Jacquemus rides hype in China

The Social Edition is our weekly deep-dive series that analyzes luxury initiatives in China’s social media landscape. Each week, we highlight brand campaigns distributed across Chinese digital platforms – WeChat, Weibo, Tmall, Douyin and beyond.

Our coverage highlights global luxury and beauty as well as local Chinese brands. It highlights some of the country’s most successful campaigns, which often come from local players and are outside of the beauty and fashion space.

In this week’s roundup, we look at three campaigns: Nike’s collaboration with French designer brand Jacquemus, Berluti’s branding campaign in China, and C-beauty brand Perfect Diary on the history of Chinese makeup. .

Nike x Jacquemus rides hype in China

MARK Nike, Jacquemus
CATEGORY Sportswear, Luxury
PLATFORMS WeChat, Weibo, Xiaohongshu
WAY Image, Offline Pop-up

OVERVIEW
The highly anticipated Nike x Jacquemus collection was finally released in China last week. On July 11, the collaboration between the sportswear giant and the French designer label debuted on Nike’s official website, the brand’s app and in select offline stores. Ahead of the official launch, the collection launched at Beijing’s SKP-S mall and a pop-up store at Soulgoods multi-brand store in Chengdu. Combining designer Simon Porte Jacquemus’ iconic minimal Parisian style with Nike’s vintage ACG pieces, the collaboration features 15 pieces, including sports bras, cropped polo shirts, bike shorts, hoodies, bucket hats , t-shirt dresses and two colorways. of the Nike Humara sneaker.

INTERNET REACTION
The Nike x Jacquemus collection was one of the most popular teams released this month among fashionistas across the continent. Over 170 Xiaohongshu users shared their product reviews and looks using the collection in a week, but many more complained about the limited amount of the drop. Outside the pop-up store in Chengdu, shoppers lined up to purchase the collection.

VERDICT
Although Jacquemus has no official presence on national social media platforms and has no standalone shops, its notoriety does exist here. Indeed, thanks to his exaggeratedly small “Le Chiquito” handbag, the French designer is already very popular with local fashion KOLs and celebrities. This partnership with Nike means that the house can further extend this recognition and pave the way for future development in the Chinese market.

Berluti bets on lucrative Chinese luxury menswear market


MARK Berluti
CATEGORY Luxury
PLATFORMS
WeChat, Weibo, Xiaohongshu, Douyin
WAY Short video
FEATURED TALENT Mark Chao (12.8 million Weibo subscribers) | Ma Qingyun (342.4K) | Xu Zhiyuan (912K) | Cai Bin (4.5M) | Zhou Dawei (133K) | Zhang Haotian (1.2M)

OVERVIEW
LVMH-owned Berluti launched a video campaign centered around the brand’s “Live Iconic” slogan in conjunction with a media powerhouse GQ China. Featuring actor Mark Chao, architect Ma Qingyun, writer Xu Zhiyuan, Olympic champion Cai Bin, art collector Zhou Dawei and pianist Zhang Haotian, the video highlights six men aged and different professions. Looking back on their representative works, the celebrities share their career stories and discuss what “Live Iconic” means.

INTERNET REACTION
Of the six personalities featured in the campaign, Mark Chao garnered the most impression on social platforms due to his large fan base. These VIPs have gained followers primarily because of what they do, rather than how they look. Thus, the cast aligns itself with the label’s relatively mature and experienced consumer target.

VERDICT
According to a report According to data analytics firm iiMedia Research, China’s menswear industry was worth $113 billion (RMB 768.8 billion) in 2020 and is expected to grow substantially over the next five years. In light of this huge market potential – and the radical transformation of masculinity in mainland China – the Parisian menswear brand is among the luxury players capitalizing on the rise in men’s purchasing power in China. China. More importantly, the legacy house found the right spokespersons to deliver the message to its target audiences.

Perfect Diary explores the history of Chinese makeup

MARK perfect diary
CATEGORY Beauty
PLATFORMS WeChat, Weibo, Xiaohongshu
WAY Image, short video

OVERVIEW
Perfect Diary has teamed up with Discovery Channel China to release a short film depicting the history of Chinese women’s makeup. Featuring a moving collage, the video visualizes the commodity revolution in various dynasties throughout the country’s history. At the end of the film, the brand highlights its signature “loose powder” product, designed for the diversity of beauty in today’s world.

INTERNET REACTION
The campaign impressed local audiences, receiving 8,800 views on Weibo. Many Xiaohongshu and Weibo users said that the idea of ​​tracing the history of makeup was extremely creative. Another suggested the label could incorporate elements of ancient Chinese culture into the packaging design.

VERDICT
With its direct-to-customer, digital-native business model, Perfect Diary was the unicorn of C-beauty makeup. However, its marketing campaigns over the past year have tended to resemble each other. Its Valentine’s Day launches, for example, all featured similar concepts. With the release of this collaborative short film that taps into the nation’s past, the company is trying to bring something new to beauty shoppers – a response to the fact that its popularity among young consumers is under threat from its competitors.

Darryl A. Chapin