Luxury brands eye younger customers

More than four months after French fashion house Christian Dior became the first luxury brand to have an official account in China on shortvideo app Douyin, it had attracted less than 40,000 followers with the 13 short video clips it uploaded.

In fact, it did not catch much attention until a week ago, when the brand posted five clips centering on its limited Dioramour bag launched exclusively in China for the nation's own Valentine's Day, which falls on Aug 17 this year.

But industry insiders and analysts said the unusually low following, which is only a fraction of that of brands such as Adidas and Uniqlo on the fast rising app, is not unexpected considering the "not so entertaining" content shared, but this doesn't mean that it's a failed publicity stunt.