A Study of the Impact of Chinese Star Cai Xukun Starring in the Prada Commercial Code Human on Chinese Young Consumers

DOI

10.2991/assehr.k.211209.391How to use a DOI?

Keywords

Prada; Cai Xukun; Code Human; Chinese young consumers

Abstract

Prada is an Italian luxury brand founded in 1913 that offers high-quality leather goods, clothing, and footwear for men and women. On May 31, 2019, Prada’s official Weibo announced that the famous Chinese singer Cai Xukun became its Chinese spokesperson. Cai Xukun is a singer and actor who is popular and loved by many young people in China. At the same time, his identity is controversial, as many people doubt his performance style and skills. Code Human is a commercial campaign released by Prada on June 2, 2019, starring Cai Xukun to showcase Prada’s Fall/Winter 2019 menswear collection. As of July 15, 2021, Code Human has received 555,000 retweets, 59,000 comments, and 401,000 likes on Weibo. This paper will investigate the impact of the Prada commercial Code Human starring Chinese star Cai Xukun on Chinese young consumers. The content helps to understand Chinese consumers’ consumption psychology and motivation and provides a strong reference for the development of other luxury industries in the Chinese market. The survey was used to investigate the topic and was sent out on Weibo, a popular social networking application used by young people in China. Based on the results collected from 107 valid questionaries, Cai Xukun’s controversial image in the public eye led to a polarization in the questionnaire answers. Meanwhile, the clothes worn by Cai Xukun in the commercial were the main reason why consumers did not arouse their desire to buy Prada products, so Prada needed to change its design to cater to the public’s aesthetics. The analysis shows that the image of Xukun Cai is not suitable to be the spokesperson of Prada. Therefore, it is recommended that Prada change its brand spokesperson in order to gain more attention and favor from younger consumers.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Ji Shenran
PY  - 2021
DA  - 2021/12/15
TI  - A Study of the Impact of Chinese Star Cai Xukun Starring in the Prada Commercial Code Human on Chinese Young Consumers
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2392
EP  - 2395
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.391
DO  - 10.2991/assehr.k.211209.391
ID  - Shenran2021
ER  -