Major marketing channels for fashion luxury brands in China Q4 2021
According to a report on fashion luxury brands, media remained the most valuable marketing channel in China, contributing about 47,5 percent of the major luxury brands' Media Impact Value (MIV®) in the last quarter of 2021. While influencers have become increasingly important for brands, celebrities continue to garner high marketing values. In a social media post, Chinese rapper, dancer, and actor Lay Zhang generated about 771,000 U.S. dollars in MIV® for Valentino.
