Givenchy opens WeChat store in China
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France’s Givenchy is revamping its retail reach in Asia, with the rollout of a WeChat store in China.
Bowing 15 May 2018, the new WeChat boutique store is an extension of Givenchy’s premium offline service, and aims to offer a convenient yet immersive shopping experience for wealthy Chinese consumers, according to a statement from the Paris brand.
Via WeChat, Chinese users can now browse through an exclusive, limited-edition collection, with pieces from ready-to-wear apparel and leather goods to accessories, allowing shoppers to place orders directly on the app.
The WeChat store was designed by the newly appointed Creative Director, Clare Waight Keller, who was also named the couturier behind the bridal gown worn by the newly crowned Duchess of Sussex, Meghan Markle, commemorating her marriage to Prince Harry.
The LVMH Group-owned maison becomes the latest in a slew of stellar brands to open a WeChat store for Chinese customers, following the digital footprint of rivals Christian Dior and Gucci.
Prior to WeChat, Givenchy targeted offline shoppers in Chian through collaborations with the country’s top-tier fashion KOLs – gogoboi and Mr.Bags.
WeChat’s monthly users figure hit 1 billion per month in March this year and the app has become a marketing must-have for international luxury brands looking to build a connection with Chinese consumers.
LVMH group has been witnessing solid sales growth in Asia. Demand from Asian shoppers has boosted makers of high-end handbags, clothing and watches the past year, thanks in particular to thriving Chinese demand.
In 2017, shopping, food, and travel increased exponentially, up 22.2 percent to 333.9 billion RMB (approximately $52.22 billion).
Questions & Answers
Q.What is Givenchy aiming to achieve with its new WeChat store in China?
What is Givenchy aiming to achieve with its new WeChat store in China?
Givenchy intends to provide a convenient and immersive shopping experience for affluent Chinese consumers. The new store also expands the brand's premium offline service in Asia.
Q.What exclusive items can Chinese shoppers buy through the WeChat store?
What exclusive items can Chinese shoppers buy through the WeChat store?
Shoppers can browse and order an exclusive, limited-edition collection. This collection includes ready-to-wear apparel, leather goods, and various accessories, which can be purchased directly on the app.
Q.Who designed the WeChat store for Givenchy, and what else is this person known for?
Who designed the WeChat store for Givenchy, and what else is this person known for?
The WeChat store was designed by Givenchy's new Creative Director, Clare Waight Keller. She is also recognised as the couturier who designed Meghan Markle's bridal gown for her marriage to Prince Harry.
Q.How did Givenchy engage Chinese shoppers before opening its WeChat store?
How did Givenchy engage Chinese shoppers before opening its WeChat store?
Before the WeChat launch, Givenchy focused on offline shoppers. The brand collaborated with prominent Chinese fashion KOLs, specifically gogoboi and Mr.Bags, to target customers.