The live-stream of the SS20 fashion show was the first broadcast on the Chinese platform
The Gucci SS20 Milan fashion show, and the protest of the model Ayesha T Jones, was the first-ever for the Italian brand transmitted on Weibo, the hybrid app between Twitter and Facebook and born after the block of social networks in China.
On September 22nd, during Alessandro Michele‘s show, there were 16 million users connected to the show in streaming, reaching 22 million counting the total views of the following days. There were also many reactions to the show, with 179,000 live comments and 421 000 likes.
Gucci is focusing a lot on it’s Chinese fanbase and, after opening their flagship store in Shanghai, the brand will open a new concept store in Beijing on November 6th. The launch of a new make-up line dedicated to the Chinese market will soon follow. Gucci’s success passes a lot through social networks, with 36 million followers on Instagram, 18 million on Facebook and 5.7 million on Twitter. According to Tribe Dynamics, Gucci is the brand with the highest media value (26.7 million dollars), followed by Chanel (23.5 million) and Dior (21.8 million). Weibo can do nothing but increase these numbers.