INNOVATION DRIVES FASHION FORWARD

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Issue 1. Luxury Brands in China Bi-weekly: Blancpain / Moncler / Dior / Giada

May 27,2020

Every luxury brand that has stood the test of time must have an enterprising management team and innovative strategies behind the scenes to keep pace with the times. This is especially true in the Chinese market, where innovation among luxury brands is more agile and bolder than anywhere else in the world.

In January 2019, Luxe.co published the "2019 Luxe.co Innovative Marketing Award”, granting three major awards to six innovative luxury brands to help professionals in luxury and fashion understand industry best practices.

With the stabilization of the Covid-19 epidemic, the Chinese high-end consumer market has rebounded rapidly and become the focus of international luxury brands with endless innovation in marketing and channel expansion.

Starting from May 2020, we will be publishing “Luxury Brands in China – Top Trends" every two weeks, promptly selecting and summarizing the luxury brands whose recent work is most worthy of attention.

It is worth mentioning that each trend on the list will directly go into the running for the "2020 Luxe.co Innovative Marketing Award".

Congratulations to the selected brands for “Luxury Brands in China – Top Trends", Issue 1 (May 1 to 15, 2020), they are:

Swiss luxury watch brand Blancpain

Italian luxury fashion brand Moncler

French luxury brand Dior

Italian luxury brand GIADA.

Note: From the candidate list of top trends contained in each issue, the Luxe.CO Committee will select the top 20% with the most outstanding performance to be included in the “Luxury Brands in China – Top Luxury Trends”.

Luxury Brands in China: Biweekly Trends

May 1 - 15, 2020, a total of 20 (listed in no particular order):

  1. Spanish luxury brand Loewe has collaborated with Chinese local art lifestyle brand BEAST and launched a customized “520” limited heart gift box.
  2. French luxury brand Balenciaga has chosen to launch limited-time special bags for Chinese consumers in five stores.
  3. Balenciaga has officially entered Tmall.com, a Chinese e-commerce platform.
  4. Swiss luxury watch brand Blancpain has launched a VR program on its official website and WeChat Mini-Program where users can enter with one click to learn about the century-old workshop where the brand makes its watches.
  5. French luxury brand Dior has opened an online virtual store in China in which users can enjoy a 360-degree view through 3D technology.
  6. Dior has cooperated with Meitu to develop the AI ​​Meiyan intelligent function. Users can experience it through the exclusive "Dior AI Meiyan" entrance in the Meitu Xiu Xiu app. This feature has not yet been released in overseas versions of Meitu Xiu Xiu.
  7. Italian luxury brand Prada has launched its “520” theme event during which users can customize posters with the "Prada Milano 520" Logo.
  8. Italian luxury brand Valextra has opened its WeChat boutique.
  9. French luxury luggage brand Moynat has opened its fifth boutique on the B1 floor of Shanghai’s Hang Lung Plaza.
  10. Dior and virtual blogger Nova have created a virtual interactive short film that uses a fashion line drawing method to create a virtual idol that is similar to a real person.
  11. Dior has launched a Mini-Program on TikTok and uses the creative short film "520 Dior Confession Balloon" to lead prospective customers to the Mini-Program purchase page.
  12. Dior has launched two interactive mini-games for summer, called "Remember Dior & Differences".
  13. British high-end footwear brand Church’s has entered the Chinese e-commerce platform JD.com and currently has 62 directly-operated stores worldwide.
  14. French luxury brand Chloé has officially entered the Chinese e-commerce platform Tmall.com.
  15. Remo Ruffini, chairman and CEO of Italian luxury brand Moncler, and three designers Craig Green, Hiroshi Fujiwara, and Matthew Williams, have jointly released song lists that have inspired them.
  16. Italian luxury watch brand Panerai has launched its “2020 Cloud Watch Exhibition” themed with “Luminor Action” to introduce brand products and precision expertise, and launched the Weibo topic "Luminor Challenge".
  17. Italian luxury brand Armani has launched a voice guide service to recommend products according to users' replies to specified questions.
  18. French high-end skincare brand Sisley has built the first experience center in the chi K11 Art Museum in Shanghai, making use of AR and VR technology to create an immersive experience.
  19. French luxury brand Louis Vuitton will co-host the “LASTING IMPRESSION” exhibition with artist Ding Yi.
  20. Italian luxury brand Giada has signed a contract with China World Hotel Beijing to establish “Giada Club”, a lifestyle brand space integrating luxury women's clothing retail and high-end catering. The space is expected to open in mid-October.

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