Issues The brand image crisis in China The Chinese audience perceives Thom Browne as the trendy casual wear brand instead of the luxury tailoring designer brand. Overflowing fake products on online retail platforms Too many replica products will lose the brand exclusivity and have the impact on the audiences’ willingness to buy the brand more according to the primary research. Influencer partnerships There is not KOL presence on Thom Browne social media accounts in China. Thom Browne is finding the right Chinese celebrities and influencers to develop the partnership with. The brand has not determined to make the decision of it. Social media engagement on Weibo & WeChat There is the lack of Thom Browne social media engagement on Weibo & WeChat. According to the trend research, it shows that the Chinese audience spends most of their time on social media platforms to deal with their daily routines especially on Weibo & WeChat. The analysis even suggests that the brand without involving in it will lose its presence in Chinese market The lack of product selections on brand official site The consumers tend to buy products outside of official Chinese site for the other countries’ sites are offering more items for them to make the purchases.
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Thom Browne | Campaign