It may seem odd, but some of the most successful brands in China are museums. Fashion branding has allowed Chinese museums to move from simply being ivory towers of academic knowledge to purveyors of fashion. Their success lies in their ability to use traditional strengths of museums, high art, and adapting it to make it accessible to consumers with historically inspired fashion accessories and souvenirs that can be sold on Chinese e-commerce sites. Museums, like Beijing’s Palace Museum and the Shanghai Museum, have been able to both drive sales revenue online, but also drive visitation through clever branding.
For museums in North America and Europe, this lesson is especially important to pay attention to. American and European museums have a similar potential to create a brand image that can appeal to Chinese consumers.
For more information: Museums in the West Need to Look to Chinese Museums to Create a “Brand”