An article from Red Luxury Western brands have found another way to break into the Chinese market: they are using the most influential Chinese stars to endorse their products. Labels as diverse as McDonald’s and Hugo Boss have benefited from the trend. Chinese celebrities also benefit from doing endorsements as their star power rises with the association. “In the China …
MGI Entertainment founder Michael MacRitchie is interviewed by Casey Hall from WWD (Womens Wear Daily) SHANGHAI – It’s difficult to avoid the ubiquitous smiling faces of China’s favorite celebrities.They appear on billboards, in magazines and in television commercials. In short, they are everywhere. And fashion show attendees in New York and Europe are almost certain to spot them as increasingly important front-row fixtures.As they put …
