INNOVATION DRIVES FASHION FORWARD

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"YOUNG & DIGITAL": 4 EXCELLENT EXAMPLES OF BRANDS' CATEGORY EXPANSION/CAPSULE SERIES IN CHINA THAT YOU NEED TO KNOW

July 30,2019

 

In China market, "digitization" and "youth" are the core subjects of all brands in the fashion field, and also the biggest challenge to test whether the brand has the courage to innovate! Through the new "Young & Digital" brand case study launched by Luxe.co, we collected the latest activity of major fashion and luxury brands, according to five dimensions -- content marketing, user experience, personalized customization, category expansion/capsule series, brand crossover -- regularly screening out the best cases to share with you.

In this article, there are a total of 4 brand cases that we selected as the top case studies of "Young & Digital Category Expansion/Capsule Series”:

Note: all cases are listed in no particular order, and the cases are included until April 25, 2019.

 

Case Study 01: Goyard  “Chic Du Chien”

Case summary:  Goyard released new products of  “Chic Du Chien”, the luxury pet accessories collection, including leashes, collars, bowls, pet bags, etc. The brand also provided personalized hand-painted customization and special customization for pets.

Editor's comments: Pets are always a hot topic on Chinese social media platforms, a good representation of the attention and purchase demand from each consumer. 

For Goyard, which has always maintained the image of "high luxury" through the “Chic Du Chien” collection, the brand enables pet-loving users to have a new understanding of the brand image, and find a common language to communicate with the users. While attracting pet lovers, the "contrast" brand image not only aroused consumers' curiosity, but also enabled users to learn more about brand culture and stories while exploring this series of products.

 

More Great Examples Of Category Expansion/Capsule Series:

  • Berluti launched the beach capsule series, including beach towels, beach chairs, swimming rings, beach tennis rackets and other scene-like products.
  • Etro launched a fashionable luxury sports shoes under the “Paisley Run” series, which is a continuation of men's and women's clothing series, inspired by mountaineering shoes.
  • Gentle Monster teamed up with Huawei to launch a range of smart glasses as an alternative to earphones.

 

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