Selected by the Luxe.CO Jury the marketing cases of the following four brands were included in the 【Luxe.CO Biweekly Ranking】Top Cases List for Issue 4, 2024:
- Italian luxury brand Prada
- Italian luxury cashmere brand Loro Piana
- Swiss luxury watch brand Rolex
- French high-end leather goods brand Longchamp
From February 16 to March 1, 2024, the Luxe.CO Biweekly Ranking compiled 23 brand activities from 21 luxury brands in the Chinese market, including marketing updates (9), store expansions (4), pop-up store openings (7), and brand ambassador appointments (3).
Recommended Cases
1) Italian Luxury Brand Prada
Case: Collaboration with the TV series “Blooming”
Prada collaborated with the recently popular TV series “Blooming” to provide costumes for the character Lingzi, played by actress Ma Yili, reinterpreting Prada’s classic styles from the 1990s and early 21st century.
To celebrate this successful collaboration, Prada presented a special Prada “Blooming” co-branded series inspired by the on-screen styles, featuring tie-dye print shirt dresses, orange mohair coats, gradient green wool Cloque suits, and camel alpaca double-breasted coats. This collection was available for a limited-time pre-sale at Prada Mansion from February 29 to March 3.
Leveraging the ongoing popularity of “Blooming,” Prada cleverly integrated the TV characters with the brand’s classic products, enhancing local consumers’ awareness and understanding of its brand style and design details.
2) Italian Luxury Cashmere Brand Loro Piana
Case: The World’s First VIC Salon
Loro Piana opened the world’s first VIC Salon in Shanghai’s Plaza 66. The store features men’s and women’s ready-to-wear, footwear, and a variety of bags. Additionally, the store has separate, spacious dressing rooms for men and women, providing customers with ample space to try on clothing.
The more private spaces and one-on-one service effectively maintain the brand’s VIC customers, enhancing local VIC customer loyalty and brand loyalty. Loro Piana’s choice to open its first global VIC Salon in Shanghai highlights the brand’s high regard for the Chinese market, especially its loyal local customer base.
3) Swiss Luxury Watch Brand Rolex
Case: A Chinese Technical Expert Wins the 2023 Rolex Award for Enterprise
Rolex recently announced the winners of the 2023 Rolex Awards for Enterprise. The five winners, selected by an independent jury of ten international experts, include Chinese remote sensing expert Liu Shaochuang.
Liu Shaochuang conducted in-depth research on the habitat of wild camels to establish two new conservation areas to save the remaining wild camel population. With his extensive scientific expertise, Liu also played a significant role in the development of Chinese lunar and Mars probes. He plans to use satellite tracking to monitor wild camels in the Gobi Desert areas of China and Mongolia to aid future conservation efforts.
The winners from left to right: biologist Constantino Aucca Chutas, entrepreneur Beth Koigi, Chinese remote sensing expert Liu Shaochuang, social entrepreneur Denica Riadini-Flesch, primatologist Inza Koné.
4) French High-End Leather Goods Brand Longchamp
Case: “Longchamp University” Pop-Up Event
Inspired by the campus life of Parisian girls, Longchamp hosted the “Longchamp University” pop-up event at Shanghai’s Xintiandi Taiping Lake Bookstore, continuing until March 13.
To provide an immersive college campus experience, participants could create campus cards, play table football, taste customized snacks and desserts, and get a close look at the brand’s newly launched Spring/Summer 2024 collection.
The rich and engaging themed activities attracted young people to participate deeply and spontaneously spread the word through social media. The immersive interactive experience made the leather goods brand’s image more vivid and three-dimensional, enhancing consumers’ multi-layered understanding and knowledge of the brand.
Marketing Updates
5) Italian luxury brand Bottega Veneta unveiled a new pop-up store at Shanghai Plaza 66, presenting the brand’s Summer 2024 collection. Additionally, during the pop-up store’s operation, Bottega Veneta also presented a concept installation outside the entrance of Plaza 66, creating an exclusive art exterior wall with a hand-painted map; meanwhile, an AR game mini-program was launched on the brand’s WeChat platform, inviting users to experience virtual interactive adventures around the pop-up store, collecting animal stamps and WeChat dynamic stickers.
6) French luxury brand Louis Vuitton opened the LV CLUB pop-up evening bar space in Shanghai’s Zhang Garden, inviting Beijing’s bar Hide & Seek to take over. Hide & Seek brought 12 new cocktails inspired by LV products or stories. The pop-up bar will operate until March 10.
7) To promote the Spring/Summer 2024 collection, Italian luxury brand Valentino presented new brand ambassador Jolin Tsai in the Spring/Summer 2024 L’École series advertisements at landmark locations in major Chinese cities. The landmarks include Shanghai’s Nanjing West Road, Chengdu’s Taikoo Li, Wuhan’s Wushang Plaza, Changsha’s IFS Centre, and Shenzhen Bay MixC.
8) French luxury brand Balenciaga and the late American composer and arranger Angelo Badalamenti’s collaborative series was officially released, including an exclusive music album now available on QQ Music.
9) Italian luxury brand Prada presented its Spring/Summer 2024 collection advertisement on the facade of Shanghai World Expo Exhibition & Convention Center.
10) French luxury crystal manufacturer Baccarat partnered with the Mandarin Oriental Hotel in Shenzhen to launch a spring-themed series of special cocktails at MO Bar, available until March 31.
Store Expansion/Revitalization
1) The Italian high-end women’s fashion brand CURIEL opened the Curiel Home flagship store at the Chongqing Global Shopping Center. The store spans two floors and is designed with curtains and a stage as inspiration, paying tribute to the brand’s friendship with Milan’s La Scala Theatre, presenting a contemporary theater that transcends cultures.
2) The Italian luxury brand Versace opened a new store in Beijing’s Sanlitun Taikoo Li.
3) The German luxury watch brand Glashütte Original opened a new store in Chengdu IFS.
Pop-up Dynamics
1) The British luxury jewelry brand De Beers Jewellers opened a “Enchanted Lotus Wonderland” limited-time experience space at Beijing SKP.
2) The French luxury brand Louis Vuitton opened a Blossom jewelry limited-time space in Changsha IFS.
3) The Italian luxury brand Miu Miu opened the world’s third Miu Crew limited-time store in Shanghai iapm mall. In addition to showcasing the brand’s Spring/Summer 2024 ready-to-wear and accessories collection, the store also exclusively unveiled and presented the leather bucket bags and snap-button decorated leather shoulder bags from the Paris Miu Miu show for the first time.
4) The British luxury brand Burberry opened a limited-time boutique in Shanghai Grand Gateway 66.
5) The Italian luxury jewelry brand BVLGARI opened a limited-time boutique in Wushang MALL.
6) The French high-end footwear brand Roger Vivier opened a “CANDY CLOUDS” fantasy cloud pop-up store in Chengdu IFS.
7) The French luxury brand Celine opened a MAISON CELINE limited-time store in Hong Kong Landmark.
Brand Ambassador Appointments
1) The French luxury brand Givenchy announced actress Li Bingbing as the brand ambassador.
2) The French luxury brand Dior announced Chinese pianist Lang Lang as a global brand ambassador.
3) The Swiss luxury watch brand HUBLOT announced Chinese tennis player Zhang Zhizhen as a new brand friend.
| Image Credit: Provided by the brand, official brand channels
丨Reporter：You Jia
| Editor: LeZhi
