Selected by the Luxe.CO Jury Panel, the following three brands’ marketing cases are featured in this issue of the Luxe.CO Biweekly Ranking Top Cases List:
1. French luxury jewelry brand Van Cleef & Arpels
2. Italian luxury brand Fendi‘s home collection
3. American luxury brand Ralph Lauren‘s fragrance line
From August 1, 2023, to August 15, 2023, the Luxe.CO Biweekly Ranking has included a total of 36 updates from 25 luxury brands in the Chinese market. This encompasses 18 marketing updates, 9 store expansion updates, 7 announcements of pop-up stores, and 2 online expansion updates.
—— Featured Cases ——
1) French luxury jewelry brand Van Cleef & Arpels
Case: “Poetry of Time” Limited-Time Experience Space
Van Cleef & Arpels has opened the “Poetry of Time” limited-time experience space at the National Stadium (Secondary Venue) in Beijing.
This watch experience space originated from Paris in 2019 and was initially only accessible to the brand’s clients. In 2021, when it arrived in Shanghai as its first overseas stop, it opened to the general public. This Beijing location is its second stop. The brand has revealed plans to expand to more cities in the future.
Within the experience space, Van Cleef & Arpels has also set up an imaginative children’s workshop, encouraging young ones to express their artistic creativity.
Additionally, according to the latest data from Luxe.CO Tong, the world’s first real-time fashion business platform under Luxe.CO, Van Cleef & Arpels opened the most “first stores” among luxury jewelry brands on the mainland in the first half of this year. Following the opening of its largest flagship store in Asia in Chengdu, its stores have expanded to second-tier cities in provinces such as Anhui, Fujian, Shandong, and Henan.
2) Italian luxury brand Fendi
Case: Fendi Casa’s First Flagship Store in China
Fendi’s home brand, Fendi Casa, has opened its first flagship store in China at the 1788 Plaza on Nanjing West Road in Shanghai. This marks the third global flagship store for FENDI Casa, following Milan and Miami.
In early 2021, Fendi and the Italian multi-brand home furnishings group Design Holding jointly established the joint venture company FF Design, aiming to develop Fendi Casa’s global business. FF Design plans to open around 40 Fendi Casa stores in three years, including directly operated stores and franchise stores.
3) American luxury brand Ralph Lauren
Case: Ralph Lauren’s First National Image Store for Fragrances
Ralph Lauren Fragrances has opened its first national image store at Shanghai Raffles City.
The store’s design predominantly features deep blue and white, showcasing the brand’s full range of fragrances while also offering custom engraving services.
On August 10, Ralph Lauren Corp announced key financial data for the first quarter of the 2024 fiscal year, ending July 1, 2023: Net income increased slightly by 0.4% to $1.497 billion (calculated at fixed exchange rates: +1%). Meanwhile, with the rebound in demand following the relaxation of pandemic control measures, sales in the Chinese market surged by over 50% year-on-year, driving Asian revenue growth by 13% to $378 million.
—— Marketing Updates ——
4) French luxury brand Louis Vuitton introduces the “Explore Fragrances” activity on its official WeChat mini-program, where participants are recommended perfume products based on their choices during the activity.
5) French luxury jewelry brand Van Cleef & Arpels conducted its first-ever global live stream on its Tmall flagship store on August 5. Consumers could experience the “Poetry of Time” limited-time experience space and appreciate various top-tier watches of the brand through the live stream.
6) Italian luxury brand Versace has started selling products in its Versace Jeans Couture sub-line through Douyin live streams, with prices ranging from hundreds to thousands of yuan.
7) Italian luxury brand Valentino collaborated with Italian chocolate and ice cream brand Venchi to release a Qixi Festival (Chinese Valentine’s Day) limited edition Pink PP dragon fruit-flavored gelato. An exclusive ice cream truck will also visit Valentino’s boutique stores in Shanghai, Wuxi, Chengdu, Nanjing, and Qingdao.
8) French luxury brand Louis Vuitton launched a high-end jewelry exhibition at Hangzhou’s West Lake Lian Art Museum, accessible exclusively to brand VIPs.
9) Italian luxury brand Valextra launched a Qixi Festival (Chinese Valentine’s Day) limited-time mini-program game. The game’s objective is to collect randomly appearing bags and heart symbols within 40 seconds to achieve a corresponding score. The game event runs until August 20.
10) Italian luxury brand Ferragamo released a Qixi Festival-themed emoji pack, available for download on the brand’s official WeChat account.
11) American luxury brand Ralph Lauren hosted a guest bartending event named Ralph’s Bar at Chengdu Sino-Ocean Taikoo Li, inviting Tom and Sine, guest bartenders from the top 50 Asian bar Vesper, to take charge of the Ralph’s Bar counter.
12) Swiss luxury watch brand Breguet held a fine timepiece appreciation event at Ningbo Heyi Avenue Shopping Center.
13) Ralph Lauren Fragrances launched custom engraving services for its fragrances.
14) Swiss luxury watch and jewelry brand Chopard held a high-end jewelry and watch appreciation event at its Hefei Yintai Center.
15) American luxury jewelry brand Tiffany & Co. held a high-end jewelry exhibition at the Art Center of Qingdao Hisense Plaza.
16) Italian high-end fashion brand Curiel collaborated with The Ritz-Carlton Nanjing to launch the limited-time collaborative afternoon tea named LBD-PRO Ballet Daydream, available until September 10.
17) Italian high-end fashion brand Curiel organized the CURIEL VIC semi-customization workshop event in Shanghai.
18) Italian luxury brand Marni hosted a custom fragrance fan event at its Shanghai Qiantan Taikoo Li.
—— Store Expansion Updates ——
1) Italian high-end fashion brand Curiel opened a boutique store at the Hefei Yintai Center, marking the brand’s first store in Anhui.
2) French luxury brand Balenciaga opened a store at Jinan’s MixC, marking the brand’s first store in Jinan.
3) French luxury brand Maison Margiela opened a new boutique store at Beijing’s China World Trade Center Mall.
4) French luxury brand Givenchy opened a boutique store for women’s and men’s fashion at Changsha’s IFS.
5) High-end Chinese jewelry brand Qeelin opened a boutique store at Shijiazhuang’s Xiantianxia Plaza.
6) High-end Chinese jewelry brand Qeelin opened a physical store at Chongqing Jiangbei International Airport.
7) Canadian luxury down jacket brand Canada Goose opened a physical store at Hangzhou MixC.
8) French luxury brand Louis Vuitton opened a men’s boutique store at Hangzhou MixC.
9) Swiss luxury watch brand Vacheron Constantin opened a boutique store at Dalian Olympia 66.
—— Pop-up Updates ——
1) German luxury travel suitcase brand Rimowa opened a Qixi Festival-themed limited-time space at Hangzhou MixC, offering visitors interactive installations for photo challenges.
2) Italian luxury brand Marni opened a limited-time boutique store at Shanghai’s Reel Department Store.
3) French luxury brand Louis Vuitton opened a Qixi Festival-themed limited-time space at Shanghai Qiantan Taikoo Li.
4) Chinese-style luxury brand Shanghai Tang launched a pop-up space named “SHT+” at the M+ Museum in Hong Kong during the “Song Huai-gui: Art Pioneer and Fashion Grandmother” special exhibition.
5) French luxury brand Louis Vuitton opened a Qixi Festival-themed limited-time space at Beijing SKP.
6) French luxury brand Celine opened a limited-time boutique store at Chongqing MixC.
7) Italian luxury brand GIADA opened the “Andi Walks” limited-time boutique store at Wuhan Heartland 66, marking the brand’s first store in Wuhan.
—— Online Expansion Updates ——
1) British luxury jewelry brand De Beers Jewellers launched its flagship store on JD.com.
2) Italian luxury brand Etro officially launched its mini-program on its official boutique store.
｜Image Credit: Brand Official WeChat/Weibo
｜Editor: Elisa
