THOUGHT LEADERSHIP

 

Ecommerce and Luxury

Apr 11, 2017

In 2016 we saw many luxury brands expand into the ecommerce space and as the year of the rooster unfolds we will expect to see more. As consumers adjust to purchasing online and their level of comfort in these purchases continues to grow luxury brands and categories will continue to expand. In today's free lunch we will be looking at two brands to see how they are approaching their ecommerce opportunities in China. 


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TAG joins Tmall

Following Chinese New Year LVMH launched TAG Heuer on Tmall. This is their 5th brand to have a Tmall store. According to insights from TAG Heuer’s general manager of greater China, consumers they expect to purchase TAG on Tmall are consistent with their general audience.  Due to measures taken by Tmall to ensure consumers that products they purchase are authentic, Tmall has become a reliable platform for authentic luxury goods, providing confidence to both retailers and consumers. With this being said TAG will face challenges courting Tmall consumers. Due to the nature of ecommerce brands compete over consumers by leveraging promotions. Although this is a good technique, using discounts to promote a luxury brand runs many risks, including a devaluing the brand.
Source: http://www.p5w.net/weyt/201702/t20170217_1716551.htm

Givenchy Launches a Promotional Campaign on WeChat

Starting over Chinese New Year and leading up to Valentine's Day Givenchy launched a campaign in cooperation with WeChat and a WeChat KOL who operates an independent page with a large follower base. Givenchy chose to work with Mr. Bag who covers products that include: shoes, clothing, style advice, and is most famous for his articles that cover new and popular handbags. For this promotional event, Givenchy will be selling 80 bags from their Horizon collection. This promotion was launched on February 3rd. After weeks of teasing the event, Mr. Bag made an announcement on his page that the event started and consumers had the chance to race to the WeChat store where they can buy these bags.

Source: http://it.sohu.com/20170203/n479860069.shtml


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