Marketing
September 23, 2021
Top-tier idols were powerful marketing tools in China until scandal struck. So what are some smart future strategies for luxury houses? Image credit: Dior
By Adina-Laura Achim
Until recently, top-tier key opinion leaders (KOLs) and idols were powerful marketing tools in China. But recent scandals have tarnished the image of some of the most famous brand ambassadors, redirecting a backlash towards luxury brands.
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","iv":"6252cefa0a4f24fe7aa1b5053574a393","s":"011e048d1acab921"}
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