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Givenchy Launches WeChat Store

Following the digital footprint of competing luxury brands, the French luxury powerhouse has officially joined the list of luxury brands selling on WeChat.

May 17, 2018 | By Shirley Wang

Following the digital footprint of rivals Christian Dior, Gucci, and Louis Vuitton, the French luxury powerhouse Givenchy has officially launched its onlineĀ WeChat boutique on May 15.

According to a public statement by the brand, the new WeChat boutique store was created as an extension of Givenchyā€™s premium offline service, to offer a more convenient yet immersive shopping experience for the Chinese luxuryĀ consumers. Designed by Creative Director Clare Waight Keller, the onlineĀ store collection takesĀ orders from its followers directly on the app itself. BesidesĀ pieces from ready-to-wear apparel and leather goods to accessories, users can also accessĀ exclusive, limited-edition collections.

ExceptionalĀ attention is given to details including web design, photo selections, and the presentation of product information and brand history, all of which work together to form a seamless online-to-offline connection for the shoppers.

Last year Valentineā€™s Day, Givenchy co-designed the Mini Horizon handbag with Mr.Bags, that was made exclusive for Mr.Bagsā€™ followers.

With almost a billionĀ monthly active users, WeChatĀ is now a marketing necessity to connectĀ with Chinese consumers. A new report issued by digital marketing agency reveals the power of WeChat in driving online consumption in traditional sectors. Shopping, food, and travel increased exponentially in 2017, up 22.2 percent to 333.9 billion RMB (more than SGD$70 billion).

ā€œLuxury goods mega-brands have been adopting WeChat as an e-commerce platform,ā€ wrote Luca Solca, luxury goods analyst of Exane BNP Paribas.

In the investor’s note, Solca also remarked howĀ almost all leather goods mega-brands ā€“ including Louis Vuitton, Gucci, Prada, and Burberry ā€“ have launched an official e-commerce store in the past year.

Givenchy debuted its new Duetto handbag collection on gogoboiā€™s WeChat store last summer.

Before the launch of theĀ WeChat store, Givenchy tested out sentiment in their consumer base through collaborations with the countryā€™s top-tier fashion KOLs ā€“ gogoboi and Mr.Bags. The success of bothĀ collaborations have proved the brandā€™s popularity among Chinese shoppers, with all 80 pieces in the Mr.Bags collection reserved in 12 minutesĀ and the entireĀ collection on gogoboiā€™s WeChat storeĀ wiped outĀ in 72 hours.

Just some time back, luxury brands were stillĀ cautious of venturing intoĀ e-commerce sales, fearing brand dilution. Now,Ā brands are more eager to join the WeChat platform to harness its immenseĀ selling power. However, it will still remain a real challenge to strike aĀ balance between online sales and luxury exclusivity, which we will have to observe and see how these digital efforts unfolds.

Connect with Givenchy’s WeChat boutique here.


 
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