Selected by the Luxe.CO Jury, the marketing cases of the following two brands were included in the 3rd 2024 Issue 3 of the 【Luxe.CO Biweekly Ranking】Top Cases List:
- Loewe, a luxury brand from Spain
- Montblanc, a luxury brand from Germany
From February 1 to February 15, 2024, the Luxe.CO Biweekly Rankings recorded 35 brand activities from 31 luxury brands in the Chinese market, including marketing dynamics (9), store expansion/renovation (20), pop-up store openings (4), and brand ambassador appointments (2).
Recommended Cases
1) Loewe
Case: Chinese artists nominated for the 2024 Loewe Foundation Craft Prize
The Loewe Foundation officially announced the finalists for the 2024 “LOEWE Foundation Craft Prize,” with 30 artists selected, including He Yuefeng from Mainland China and Chen Jundai from Taiwan, China.
The finalists’ works will be exhibited at the Palais de Tokyo in Paris from May 15 to June 9, 2024. He Yuefeng’s work “Bamboo Rock” combines bamboo weaving with lacquer art, showcasing two rarely combined exquisite crafts. The overall structure uses a hexagonal weaving method to create the shape of a rock, reminiscent of scholar’s rocks and echoing the ancient Chinese literary tradition.
Chen Jundai’s work “In Simplicity” compresses layers of thin paper to create a series of three paper sculptures. The indents, serrations, and dyes on each paper layer, through repeated polishing, present a smooth gradient, symbolizing the passage of time. The continuous repetition and meditation process in the creation of the work reflects the concept of humility in Eastern philosophy.
The Loewe Foundation Craft Prize was initiated in 2016 to emphasize the importance of craftsmanship in contemporary culture, recognizing works in modern crafts that have exceptional artistic value and innovation. The establishment of the award also pays homage to the brand’s origins as a craftsmanship workshop founded in 1846.
Left – Work by artist He Yuefeng, Right – Work by artist Chen Jundai
2) Montblanc
Case: Upgrade of the new custom nib service
Montblanc has upgraded its custom nib service, allowing customers to choose the appropriate nib type according to their personal writing habits and angle of writing. Customers can also engrave their name, zodiac sign, horoscope, favorite phrases, or embed their favorite gemstone colors on the nib.
This custom service is temporarily available in designated boutiques in cities such as Shanghai, Beijing, Hangzhou, Suzhou, Wuxi, Guangzhou, Shenzhen, Tianjin, Qingdao, Chengdu, Wuhan, Chongqing, and Xi’an.
As more consumers prefer unique, personalized products, luxury brands offer customized services to meet customers’ needs for one-of-a-kind products, providing a more detailed shopping experience and increasing consumer affinity and frequency of purchases for the brand.
Marketing Dynamics
3) Italian luxury brand Prada crafted new uniforms for the China Women’s National Football Team, inviting team members Chen Qiaozhu, Dou Jiaxing, Lou Jiahui, Liu Yanqiu, Xu Huan, Wang Linlin, Yang Lina, Yao Lingwei, Wang Yanwen, Yan Jinjin, Yao Wei, Zhang Rui, and Zhu Yu for a portrait photoshoot. The new uniform includes a black wool custom suit embroidered with the purple phoenix emblem of the women’s football national team; the suit is paired with a red collared shirt with blue and white striped silk, showcasing the vibrant spirit of China’s young generation of women.
4) Swiss luxury brand Bally collaborated with Chinese singer & actor Wang Yuan to launch a limited edition Fisherman’s Hat for the Chinese Year of the Dragon. Wang Yuan personally participated in the design, drawing inspiration from the Chinese Year of the Dragon and integrating classic Swiss aesthetics to create a signature limited edition piece.
5) Swiss high-end watch brand Omega displayed the MoonSwatch “Mission to Moonshine Gold” watch suitcase sets auctioned at Sotheby’s in 11 flagship stores worldwide, including Beijing SKP and Hong Kong’s K11 Musea. All proceeds from the auction were donated to Omega’s long-term partner, Orbis International.
6) Italian luxury brand Valentino collaborated with POPMART to launch 12 limited edition red packet covers for the Year of the Dragon, along with “MOLLY Lucky Dragon” wallpapers.
7) Swiss luxury watch and jewelry brand Chopard collaborated with Puyi Glasses for the first time to create a Year of the Dragon exclusive co-branded glasses, inspired by CHOPARD’s classic L.U.C watch series. The glasses feature temples made from natural black buffalo horn or rosewood, with titanium metal fronts plated in 23K gold or PT950 platinum.
8) French luxury brand Dior presented a new window display at its Grand Gateway 66 flagship store in Shanghai, decorated with recycled materials from the Dior Atelier.
9) Chinese luxury brand SHANG XIA collaborated with The Ritz-Carlton Beijing, Financial Street, to launch a “Dragon Reflecting on Peach Blossoms” themed afternoon tea.
Store Expansion/Revitalization
1) The Swiss luxury watch brand Vacheron Constantin has opened a new store in Guangzhou’s Taikoo Hui, which is the brand’s largest store in China.
2) The Swiss high-end watch brand HUBLOT has opened a new store in the second phase of the Sanya International Duty-Free City.
3) The Italian luxury brand Fendi officially unveiled its double-storey store in Zhengzhou David Plaza, marking the brand’s first store in Henan.
4) The French luxury brand Louis Vuitton officially opened a double-storey store in Zhengzhou David Plaza.
5) The Italian luxury brand Gucci has opened a watch and jewelry boutique in Zhengzhou Zhenghong City.
6) The Parisian palace-level jewelry art house CHAUMET has opened the world’s first Bee My Love theme concept store in Beijing’s Qiaofufang Grassland.
7) The Italian high-end women’s clothing brand CURIEL has opened a new store in Beijing’s Wangfu Central.
8) The American high-end fashion brand Ralph Lauren has opened a brand Purple Label boutique in Beijing’s China World Mall.
9) The Japanese high-end jewelry brand Mikimoto has opened a new store in Beijing’s Wangfu Central.
10) The Italian luxury jewelry brand BVLGARI has rejuvenated and reopened its store in Shenyang’s MixC.
11) The French luxury brand Saint Laurent has opened a new store in Hangzhou’s Hubin Yintai in77.
12) The British luxury brand Burberry has rejuvenated and reopened its store in Jinan’s Guihe Shopping Center.
13) The French luxury jewelry brand Van Cleef & Arpels has opened its first store in Jinan’s Guihe Shopping Center.
14) The Swiss high-end watch brand Omega has opened a new store in Nanchang’s T16 Shopping Center.
15) The British luxury footwear brand Jimmy Choo has opened its first store in Hebei at Shijiazhuang’s Xiantianxia Plaza.
16) The Italian high-end fashion brand Max Mara has opened a Restore boutique in Shanghai’s Qiantan Taikoo Li.
17) The Italian luxury shoemaker Testoni has opened its first store in Harbin’s Zhuozhan Shopping Center.
18) The Italian luxury brand Gucci has opened a new store in Taiyuan’s Tianmei Xintiandi Shopping Center.
19) The French high-end jewelry brand Boucheron has opened a new boutique in Shanghai’s IFC Center, marking Boucheron’s 16th boutique in mainland China.
20) The Italian luxury brand Marni has opened a new design concept store in Suzhou’s Renheng Warehouse Street.
Pop-up Dynamics
1) The Italian luxury brand Dolce&Gabbana has opened a DGVIB3 limited-time boutique in Beijing’s SKP-S.
2) The Italian luxury brand Marni has opened a Marni Market pop-up store in Macau’s Galeries Lafayette, marking the brand’s first Marni Market pop-up store in Macau.
3) The French luxury brand Celine has opened a women’s limited-time store in Hangzhou’s MixC.
4) The French high-end footwear brand Roger Vivier has opened a “CANDY CLOUD” pop-up store in Nanjing Deji Plaza, featuring 60s pop art tones and filled with sculptural clouds.
Brand Ambassador Appointments
1) The Italian luxury brand Valentino announces Chinese singer Jolin Tsai as the brand ambassador.
2) The Italian luxury brand Versace announces singer Ning Yizhuo as a global brand ambassador.
| Image Credit: Provided by the brand, official brand channels
丨Reporter：You Jia
| Editor: LeZhi
