This spring in Shanghai, Loewe collaborated with Hello Bike to launch a limited edition golden shared bicycle, adding a touch of glamour to the streets. Meanwhile, Zara took its live broadcasts to the streets, interviewing random passersby on Nanchang Road with the help of supermodels. By the first quarter of 2025, luxury brands like Loewe and Zara, which is strategically scaling back and attempting to distance itself from fast fashion, are both targeting the streets. Increasingly localized marketing strategies are pushing fashion brands into a phase of “anti-positioning” in their mass communication efforts.
Facing a diverse consumer base and the complex interplay of market and economic cycles, the fashion industry appears to be shifting from an emphasis on exclusivity to advocating for equality and inclusivity. However, this shift cannot mask the underlying trend of market penetration. In this context, the fashion and luxury industry, which traditionally operates on a “dream-making” business model, is now building more personalized connections with consumers. Rather than being an unattainable “daydream,” it is becoming a daily dose of spiritual solace for the masses.
At the beginning of 2025, brands such as Gucci, McQueen, Saint Laurent, Balenciaga, and Moncler withdrew from the Réel Department Store on Nanjing West Road in Shanghai. Similarly, Gucci and Bottega Veneta are preparing to exit the Daimaru Department Store on Nanjing East Road.
n addition, the 2024 financial reports of Hang Lung Group and Swire Properties also revealed disappointing figures. The sales revenue of Shanghai’s Plaza 66 dropped by 22% year-on-year to RMB 13.338 billion, while the sales of Taikoo Li in Chengdu fell by 14% to RMB 9.89 billion.
The long-held belief that high investment guarantees high returns has been overturned. Luxury and fashion brands are increasingly moving away from traditional enclosed malls, opting instead for open, street-level spaces and other public settings to reach a broader audience.
On the evening of February 16th at 9 PM, Zara’s “The Night Live Show Shanghai Edition” took to the streets of Nanchang Road in Shanghai’s Huangpu District. Hosted by supermodel You Tianyi, the live broadcast featured spontaneous street interviews with fashion influencers, models, and passersby, creating a lively and engaging atmosphere. The event was streamed simultaneously across multiple platforms, including Zara’s official app, website, mini-program, Xiaohongshu, Douyin, WeChat Video, and Tmall.
From form to content, Zara’s innovative approach to live streaming has once again garnered widespread acclaim from the mass market. By focusing the lens on the genuine, everyday life filled with real-world charm, Zara has successfully bridged the gap between fashion and its audience, simultaneously strengthening the bond between the brand and its consumers.
Beyond the critical acclaim, the data also proves that this format is a commercial success. It is reported that the 60-minute roadshow attracted over 30,000 views on Xiaohongshu and Douyin, and the supermodel-endorsed products featured during the live stream were nearly sold out.
In addition, Loewe has collaborated with Hello Bike to launch a custom edition of shared bicycles. Limited golden bike parking spots have been set up at various locations including Jing’an Kerry Centre and Anfu Road. Consumers can participate in the “Golden Ride Challenge” through the Hello App. By accumulating a total ride of 3 kilometers during the event period, participants can earn a badge that grants them the opportunity to visit the Loewe House in Shanghai. There, they can collect the “Loewe Golden Ride Limited Poster” and enjoy a complimentary coffee from the limited-time coffee cart.
Loewe’s cycling experience is more than just a marketing stunt. Through route maps, illustrated guides, and other content, the brand traces the evolution of Shanghai’s cycling culture—from a mere mode of transportation to a trendsetting lifestyle. By leveraging bicycles as a cultural symbol, Loewe reinforces its local relevance and offers users a deeper, more immersive brand experience.
This “urban curation” initiative, anchored in craftsmanship, sustainability, and lifestyle, lowers participation barriers, making it accessible to all. User-generated content (UGC) and organic engagement transform into mobile advertisements and word-of-mouth marketing, while fashion-forward riders among shared bike users help the brand extend its cultural influence beyond its traditional audience.
From a return-on-investment perspective, luxury fashion brands are increasingly shifting away from rigid brick-and-mortar strategies in favor of more flexible, cost-effective, and widely visible street-level campaigns. By tapping into emerging consumer excitement, these brands are once again proving that emotional value can far exceed mere utility.
The 2024 China Media Trends White Paper highlights that consumers crave advertisements that are practical, relatable, and emotionally engaging. While some may criticize luxury brands for “descending from the clouds,” this artistic outreach is, in reality, an exploration of market potential. Its positive impact on the broader industry is undeniable. As Carlo Capasa, President of the Italian Chamber of Fashion, aptly puts it: “The antidote to crisis is creativity. We must continue to create dreams and reignite consumption. In times of crisis, more than ever, we need to invest in creativity—it is our greatest driving force.” Forward-thinking brands have already demonstrated that this approach is not just a risk but an opportunity in disguise.
