Givenchy joins European luxury brands on WeChat

Introducing an online boutique, Givenchy has joined the list of European luxury brands selling on WeChat.

Designed by creative director Clare Waight Keller as an extension of the French brand’s premium offline service aimed at wealthy Chinese consumers, the WeChat exclusive, limited-edition collection features pieces from ready-to-wear apparel and leather goods to accessories. Chinese shoppers can place orders directly on the app.

Givenchy’s WeChat store pays special attention to details including web design, photography, presentation of product information and brand history. It has a page that lets consumers search for offline stores.

“Luxury goods mega-brands have been adopting WeChat as an e-commerce platform,” says Exane BNP Paribas luxury goods analyst Luca Solca, citing Burberry, Gucci, Louis Vuitton and Prada as having launched official e-commerce stores in the past year.

Before opening its WeChat store, Givenchy tested consumer sentiment through collaborations with fashion key opinion leaders (KOLs) Gogoboi and Mr Bags. For Valentine’s Day last year, the brand co-designed the Mini Horizon handbag with Mr Bags, exclusively for his followers to buy. All 80 pieces in the collection were reserved in 12 minutes. When Givenchy debuted its Duetto handbag collection on Gogoboi’s WeChat store, all items were sold out in 72 hours.

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