Loewe taps Jiang Qiming to accelerate China heat and retail traffic
Bottom Line Impact
If execution aligns content, inventory, and retail, Loewe can unlock a 2-4% Asia revenue uplift with stable margins, a modest share-of-voice gain in China, and strengthened brand equity with Gen-Z and male consumers.
Key Facts
4- Loewe confirmed Jiang Qiming as its newest brand ambassador, formalizing his ongoing appearances with the house
- Jiang wore Loewe when receiving Best Supporting Actor at the Shanghai TV Festival's Magnolia Awards
- He sat front row at Loewe's spring 2025 show in Paris in March and attended the Casa Loewe Shanghai opening in February
- Launchmetrics reports Asian celebrities generated 86% of celebrity-driven attention at Paris Fashion Week in March
Time Horizons
Key Roles Affected
Executive Summary
Loewe has appointed Chinese actor Jiang Qiming as brand ambassador, consolidating recent high-visibility moments across Shanghai retail and Paris runway to deepen traction in Asia. With Asian celebrities driving 86% of celebrity attention at Paris Fashion Week, the move positions Loewe to amplify earned media, store footfall, and conversion in China over the next 3-6 months.
Actionable Insights
Immediate Actions (Next 30-90 days)
Launch a 90-day content sprint with 12-15 ambassador assets across WeChat, Douyin, and Xiaohongshu, including 2 short-form video drops per week and 1 live activation
Rationale: Convert the announcement into sustained EMV and CTR; Asian celebrities drove 86% of attention at PFW, indicating high responsiveness to consistent release cadence
Role affected:CMO
Urgency level:immediate
Reallocate +15-20% inventory for ambassador-worn hero SKUs to China and launch 2 limited colorways within 8-10 weeks
Rationale: Synchronizing product availability with content drops protects margin by reducing missed demand and discount risk
Role affected:Chief Merchandising Officer
Urgency level:immediate
Short-term Actions (6-12 months)
Run ambassador-led retail moments in Shanghai, Beijing, and Chengdu with clienteling pre-invites; target +10-15% footfall and +5% conversion for 4 weeks post-event
Rationale: Localized activations translate social heat into store traffic and DTC revenue while building high-LTV client lists
Role affected:China GM
Urgency level:short-term
Shift 10-15% of China media spend to performance creatives on Douyin and Xiaohongshu tied to ambassador content; set ROAS floor of 3.0 and CAC cap
Rationale: Optimizes spend toward measurable conversions while the brand heat is highest, improving payback period
Role affected:CFO
Urgency level:short-term
Risks & Opportunities
Primary Risks
- Reputation risk if celebrity controversy emerges, leading to rapid EMV reversal
- ROI dilution amid celebrity-saturated China market, limiting incremental reach
- Stock-outs on featured SKUs causing negative sentiment and lost sales
Primary Opportunities
- Accelerate male and Gen-Z customer acquisition with higher lifetime value
- Drive store productivity and CRM growth via ambassador events and appointments
- Strengthen premium positioning and pricing power through elevated cultural relevance