Marketing
The company's marketing strategy is typified by its extensive utilization of Western celebrities and socialites in its advertising, although Lee Byung-hun was used to promote its jewelry brand, Samantha Tiara. Beyoncé along with her sister Solange Knowles and Paris Hilton and Nicky Hilton have been in advertising campaigns. Nicky Hilton, Victoria Beckham, and Tinsley Mortimer have handbag lines with the company. Jennifer Lopez also endorsed the brand in 2009. In 2011 Taylor Momsen also became a member of Samantha Thavasa Muse. In 2013, Momsen appeared in an advert for Samantha Vega handbags along with one of the most famous idols in Japan and AKB48 member, Tomomi Itano.
In June 2012, Miranda Kerr signed a contract to become the latest celebrity muse, endorsing the brand and promoting the "Malissa" bag.
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