MCM has tapped Chinese rapper Wang Linkai (Lil Ghost) as its brand ambassador in China, as it seeks to appeal to younger customers in its 45th anniversary year.
The award-winning singer and producer stars in the German luxury brand’s Autumn/Winter 21 campaign, wearing collaborative apparel and accessory styles that unite the realms of music and fashion. A YouTube video is now live at https://www.youtube.com/watch?v=2eRV4cIi8Ns.
Wang Linkai (pictured below) was a member of the Chinese boy band Nine Percent from the 2018 Chinese survival talent show Idol Producer. MCM said his musical talent and vivacious personality align well with the brand DNA.
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The company is aiming to reposition itself as a youth-driven luxury brand relevant to Gen-Z shoppers, and the Weibo social media hashtag #MCMBrandAmbassadorLilGhost has already attracted a lot of traffic.
In addition, MCM is launching apparel and accessories for hip-hop musicians, which includes signature Visetos-monogram bathrobes, boxing shorts, hats, Beats speakers and WizPak speaker bags. MCM’s new backpack-shaped fragrance created by Inter Parfums has also been introduced in China, following a successful launch in the US and Europe.
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The company is making headway in the competitive Chinese market. During this year’s 618 Mid-year Shopping Festival, MCM’s gross merchandise volume recorded 48% growth compared to the same period last year. The Toni Shopper Mini Handbag featured among the top 50 products favoured by post-1990s consumers on Tmall.
MCM’s sales in China climbed 34% year-on-year in 2020 and are expected to jump 49% this year. The company aims to grow its physical footprints from 38 to 52 boutiques within three years, with an emphasis on flagship stores in first-tier cities, the brand told Jing Daily.
Lil Ghost’s appointment is the latest in a long line of MCM collaborations with successful music artists, including Beyonce and Billie Eilish, and through the work of American stylist Misa Hylton with female rappers such as Mary J Blige.
