Actor Shawn Yue will appear as the first local brand ambassador for Tommy Hilfiger men’s wear in China, Hong Kong, Macau and Taiwan for fall 2017 and spring 2018.
The exclusive partnership reflects Hilfiger’s continued commitment to expand in Asia, its fastest-growing region. The campaign goes live Friday.
“We’ve seen exciting growth in both the overall business and brand awareness in China over the past few years. Our partnership with Shawn will solidify our position in the market and introduce our men’s wear business to a new consumer,” Tommy Hilfiger said Wednesday.
“He is at the center of pop culture in China, known for his incredible talent and is celebrated by young fashion followers across Asia for his cool, sophisticated style. He truly is a reflection of today’s Tommy Guy,” he added.
Asia is a key market for Hilfiger, which it entered in 2002 as one of the first premium designer brands. The company’s overall business in China, including e-commerce and stores, increased 14 percent in 2016. The brand has expanded its current store count to 357 from 100 stores in 2011. By year-end, Hilfiger expects to have 405 stores. Having launched e-commerce in China in 2012, Hilfiger became one of the first international
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