WeChat store in China
France’s Givenchy is revamping its retail reach in Asia, with the rollout of a WeChat store in China.
(Author : Retail in Asia)
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).