奢侈品选人新法则，这波卷的是“影后”

Core Insights - The luxury fashion industry is experiencing a significant transformation in its marketing strategies, particularly in the selection of brand ambassadors, as brands shift from short-term gains to long-term partnerships with artists who can enhance brand value through their achievements [5][10][14]. Group 1: Industry Trends - The period of September and October is recognized as a peak advertising season for luxury brands, leading to increased competition among brands for celebrity endorsements [3][4]. - The narrative surrounding luxury brand endorsements is evolving, with a focus on long-term relationships and the potential for mutual benefit between brands and artists [14][28]. - Brands like Chanel and Miu Miu are strategically selecting younger artists who have the potential for significant achievements, indicating a shift towards a more calculated approach in ambassador selection [5][13][28]. Group 2: Case Studies - Chanel's successful partnership with actress Xin Zhilei, who won the Best Actress award at the Venice Film Festival, exemplifies the benefits of aligning with artists who can elevate brand prestige [7][10]. - Miu Miu's recent announcement of signing three young actresses, including Li Gengxi, highlights the brand's strategy to invest in new talent with award-winning potential [5][13]. - Prada's struggles with ambassador selection, where the brand has faced backlash for poor choices, serve as a cautionary tale about the risks of prioritizing short-term popularity over long-term brand alignment [8][10]. Group 3: Consumer Engagement - The competition among artists for luxury brand endorsements is fierce, with many seeking to enhance their status through association with high-profile brands, leading to a "gold plating" effect where brand value is intertwined with celebrity status [18][25]. - The narrative of luxury brands is increasingly focused on creating a shared story with consumers, moving away from merely leveraging celebrity status to fostering deeper connections with brand values [30].