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Dec. 25, 2024
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Marketing

Olympic skier Eileen Gu is China’s hottest commodity

February 9, 2022

Skier Eileen Gu is such a unique talent, many believe she will become the “savior” of the scandal-ridden celebrity branding market in China. Image credit: Tiffany & Co. Skier Eileen Gu is such a unique talent, many believe she will become the “savior” of the scandal-ridden celebrity branding market in China. Image credit: Tiffany & Co.

 

By Adina-Laura Achim

In today’s celebrity-obsessed age of social media, Eileen Gu is every marketer’s dream. She is a freestyle skiing phenomenon with a multicultural background and a squeaky clean image — and she also happens to look like a runway model. Plus, it does not hurt that Ms. Gu is smart and speaks fluent Mandarin with a strong Beijing accent.

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  1. Dolce & Gabbana opens 16,000-square-foot flagship in Saudi Arabia
  2. Versace recruits American actor Channing Tatum for Eros campaign
  3. Luxury Unfiltered: The 4E framework is the key to transformative sales success with luxury clients
  4. Montblanc cuts ribbon on concept flagship boutique in Chengdu
  5. Dior goes for gold with flashy J'adore campaign
  6. Day's wrap: Jaguar Land Rover, David Yurman, Gucci, Celine, Ralph Lauren and Louis Vuitton
  7. Kering gives corporate site a magazine-style makeover
  8. Bentley launches unisex, sustainable scent
  9. Luxury Unfiltered: The self-inflicted luxury crisis
  10. Meta drops price on paid subscription tier in EU
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