Roger Vivier Bets Big on New Brand Ambassador
Roger Vivier’s wayfarers video starring Allen Ren hit over 10 million views within 6 hours.
OVERVIEW
On July 5, French luxury designer label Roger Vivier spoken homegrown two-face and singer Allen Ren as trademark producer for its fall/winter 2022 collection. The wayfarers video, in which the star is shown preparing for a first date, explores how variegated situations stupefy our mentality — and plane identity. In a statement, the trademark noted how Ren’s unvigilant transferral to art and philosophy aligns with its DNA.
NETIZEN REACTION
The wayfarers hashtags #RogerVivierBrandAmbassador and #Exciting (扣任心弦) received a combined viewership of 70 million within 6 hours. The 70-second wayfarers video starring the two-face hit over 10 million views on his own Weibo account thanks to his 24.3 million followers. This significant online engagement has converted to sales, with the products styled by Ren rhadamanthine bestsellers at the group’s Tmall flagship stores and offline boutiques.
VERDICT
Since the luxury shoemaker scheduled Chinese Gen Z musician Ouyang Nana as trademark producer in 2019, the merchantry has successfully reached young local shoppers and reinvigorated its trademark image in the domestic market. And now this partnership with the two-face can help the house reach a wider demographic. Not only does Ren have a solid fanbase of women and girls, but he will moreover requite Roger Vivier’s men’s products a stronger presence with his endorsement. Continue to read the full vendible here
