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Miu Miu广告“大翻车”,卡戴珊家族成员代言为何遭怒批?|贵圈
新浪财经· 2025-07-31 12:34
Core Viewpoint - Miu Miu's recent advertisement featuring Kylie Jenner has sparked significant backlash on social media, raising concerns about the brand's choice of representation and alignment with its values [1][4][7]. Group 1: Advertisement and Public Reaction - The advertisement for Miu Miu's 2025 Autumn/Winter collection featuring Kylie Jenner has received a flood of negative comments, with critics questioning the suitability of Jenner as a representative of the brand [1][4]. - Miu Miu's official response highlighted that the choice of Jenner was part of a broader theme of female empowerment, aiming to showcase diverse expressions of femininity [5][9]. - Critics argue that Jenner's image conflicts with Miu Miu's brand identity, which is characterized by subtlety, rebellion, and intellectualism, contrasting with Jenner's representation of commercialism and social media culture [7][8]. Group 2: Miu Miu's Financial Performance - Miu Miu has been a significant growth driver for the Prada Group, with a reported 40% increase in revenue for the second quarter and a 49% increase in retail sales for the first half of the year, reaching €780 million [10][11]. - Despite the impressive growth, there are signs of a slowdown, with previous quarterly growth rates of 93%, 105%, 84%, and 60% declining to 40% [11][12]. - Analysts suggest that Miu Miu's growth may be influenced by a small base effect, and future growth should be viewed conservatively as the brand faces challenges in market penetration and product innovation [12]. Group 3: Market Position and Challenges - Miu Miu's growth is seen as part of a broader trend in the luxury sector, where many brands struggle to maintain consistent growth over time [12]. - The brand's future growth potential may be limited by its positioning within the Prada Group, as it competes with other luxury brands that have established pricing hierarchies [12]. - Experts note that Miu Miu's slowdown in growth is attributed to factors such as market saturation, challenges in product innovation, and increased competition from other luxury brands targeting younger consumers [12].