Luxury labels head to Line during Thai coronavirus lockdown
In this article (5)
High-end brands have taken to online social-networking platform Line to sell luxury products during the Thai coronavirus lockdown.
Off-the-runway fashion items, currently unavailable at temporarily shuttered department stores in Bangkok, are now being sold on Thailand’s dominant messaging service, previously the domain of local brands engaging in e-commerce.
International names in luxury retail such as Bao Bao Issey Miyake, Club 21, Chanel and Louis Vuitton are now using Line accounts to set up online storefronts dedicated to moving products during the restrictions on movement.
The brands are using various strategies – from video clips and advertising via messaging to live chats serving product information – in an attempt to capture attention in the online marketplace.
While the Thai coronavirus lockdown may be relaxed later this month, allowing malls and department stores to reopen in the Thai capital, the new luxury e-commerce channels may well become an enduring feature of the nation’s fashion retail sector.
Questions & Answers
Q.Which luxury brands have started using the Line platform to sell products?
Which luxury brands have started using the Line platform to sell products?
International luxury retailers such as Bao Bao Issey Miyake, Club 21, Chanel, and Louis Vuitton have begun selling their high-end items through Line accounts during the lockdown in Thailand.
Q.What strategies are these luxury brands employing to sell on Line?
What strategies are these luxury brands employing to sell on Line?
The brands are using various methods to attract customers, including video clips, advertising through messaging, and live chats to provide product information and engage with potential buyers online.
Q.Why have luxury brands started selling products on the Line platform?
Why have luxury brands started selling products on the Line platform?
High-end brands have moved to Line because their physical stores, including department stores in Bangkok, are temporarily closed due to the Thai coronavirus lockdown, restricting customer movement.
Q.Could this online selling trend for luxury brands continue after the lockdown ends?
Could this online selling trend for luxury brands continue after the lockdown ends?
Yes, the article suggests that these new luxury e-commerce channels established on Line may become a lasting and enduring feature of Thailand's fashion retail sector even after restrictions are eased.
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