Tod’s doubles up. After Chiara Ferragni joined the Board of Directors, Diego Della Valle‘s brand announced that it had chosen Chinese pop star Xiao Zhan as its new brand ambassador. The influencers’ strategy, therefore, expands and consolidates.
“Tod’s proudly announces its new brand ambassador: pop star Xiao Zhan”. So, the brand announced the name of who will represent it in China. The strategy is to concretise the enormous potential present in the Asian country. “The famous singer will interpret the classic Tod’s DNA, addressing the new generations to which he is the icon – explains the company -. His elegance embodies the Italian spirit, sophisticated and timeless. The collaboration between Tod’s and Xiao Zhan shows the vitality of the brand and its focus on the younger generation in China”.
Waist bag and moccasin
The first two products for which Xiao Zhan “put his face” in front of his huge pool of followers – 29 million on Weibo – are the T Timeless belt bag and the classic black Tod’s moccasin. As reported by jingdaily.com, when Tod’s announced the collaboration on May 19th, launching the hashtags #TODSBrandAmbassador and its Chinese correspondent, they received respectively 380 million and 180 million views in 6 hours. The T Timeless bel beg sold out on Tmall in 10 minutes.
Tod’s, the influencers, China
The one with the pop star is just the latest collaboration with influencers in chronological order for Tod’s. Remaining in China, to win potential new customers and involve those who already are, the footwear brand has long started a partnership with Tao Liang, better known as Mr. Bags. Without forgetting that the most important influencer in the world sits in the Tod’s Group board: Chiara Ferragni.
Photo by Tod’s