January 29, 2022 – February 14, 2022, the [Gorgeous Biweekly List] included 10 marketing trends of luxury brands in China, 2 news of luxury brands expanding stores offline in China, 13 news of luxury brands opening pop-up stores, and 1 news of luxury brands announcing endorsements by Chinese artists, from which we found two latest trends:
- Luxury brands enhance the upgrade experience for VIPs
- Luxury brands sink to second-tier cities to open pop-up stores
After the selection of the "Gorgeous Jury", the following 3 brands: Chinese-style luxury brand Shanghai Tang (Shanghai Beach), Italian luxury down brand Moncler (Mengkehu), and French top tableware brand Christofle (Kunting) were selected for this issue of the "Gorgeous Biweekly List" Top Case List, and directly entered the "Hualizhi 2022 Luxury Brand Innovative Marketing Annual Award" shortlist!
Luxury brands have a two-weekly exciting marketing dynamic
(January 29 – February 14, 2022, in no particular order)
—— Marketing Campaigns ——
1) Shanghai Tang , a Chinese luxury brand , opened its first concept store in Shanghai HKRI Taikoo Hui , and joined hands with UCCA Lab , a subsidiary of UCCA Group , and young Chinese contemporary artists Chen Wei and Zhou Yilun to present their first art project "Ji Chun".
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Comments: Originating from Hong Kong, Shanghai Tang is the first Chinese fashion brand to grow into a global luxury brand, inspired by Chinese qipao in the 1920s and 1930s, and was founded in 1994 by sir David Tang, a famous Hong Kong entrepreneur. After nearly 30 years, Shanghai Tang has ushered in the official opening of its first concept store, which is inspired by classic Chinese gardens, and the space structure and fashion that cover the opening and closing are intertwined, interpreting the beauty of contemporary Chinese culture.
2) Italian luxury down brand Moncler has announced a partnership with Chinese designer Zhang Dingyun to launch the Moncler + Dingyun Zhang collection, which was inspired not by Moncler's classic snow-capped mountain environment, but from the underwater world. A new collaboration on the Moncler Genius project, the collection was launched in stores on February 10.
Comments: Moncler launched the Moncler Genius Designers Co-brand Program in 2018, inviting outstanding artists from various fields to collaborate. In September 2021, Moncler announced the new season of genius projects, inviting a total of 11 designers to participate, and Dingyun Zhang was the only Chinese designer.
Zhang Dingyun opened the door to the fashion world through shoes and began sketching shoes as a teenager. He completed a bachelor's degree in fashion design at Central Saint Martins in 2018 and a master's degree in fashion design in 2020.
3) Christofle, the top French tableware brand, opened its first store in the southwest region in Chongqing MixC.
Review: Christofle was founded in 1830. In 1842, the founder of the brand, Charles Christofle, acquired a patent for electroplating technology to produce the first gold- and silver-plated tableware. In 1852, the brand became the "official royal supplier of the royal family". In 2012, Christofle was acquired by the Chalhoub family, the majority shareholder of middle Eastern luxury retail conglomerate Chalhoub. In the past two years, in addition to opening offline stores in the Chinese market, the brand also opened an official flagship store in JD.com in January last year.
4) To celebrate the Year of the Tiger and the opening of The Flagship Store of Jaeger-LeCoultre in Shanghai, Swiss luxury watch brand Jaeger-LeCoultre has set up a new art installation in the atrium of the K11 Art Shopping Centre, combining light art with the traditional Chinese zodiac "tiger" elements.
5) French luxury brand Goyard collaborated with French paper artist Anais Herd Smith and Chinese photographer Zhou Sha to present Chinese New Year artworks.
6) Arc'teryx, a high-end Canadian outdoor brand, set up the "LEAVE NO TRACE Traceless Realm" art installation at the Archaeopteryx Shanghai Alpha Center, inspired by melting glaciers and intended to awaken environmental awareness.
7) High-end Chinese jewelry brand Qeelin (Qilin Jewelry) has partnered with Niccolo Chongqing to launch Wulu-themed afternoon tea, which has an auspicious and festive red color and is mainly shaped as Qeelin's iconic gourd.
8) Swiss luxury watch brand Vacheron Constantin has set up a limited-time handicraft experience for members of Hangzhou Tower Shopping Mall, including strap customization and leather goods making.
9) French luxury brand Yves Saint Laurent opens VIC's Beloved Iris Salon at its Hangzhou Hubin Yintai store.
10) British luxury car brand McLaren Hangzhou Branch and Hangzhou Hubin Yintai in77 cooperated to hold the VIC Chinese New Year Salon.
Attached: Luxury brands in China offline store expansion dynamics
2) German luxury watch brands A.Lange & Söhne open a store at the Shanghai International Finance Center.
Attached: The dynamics of luxury brands opening pop-up stores
1) Spanish luxury brand Loewe Fragrance opens a pop-up shop in Nanjing Deji Plaza, with craft workshops and refreshments in collaboration with the Ritz-Carlton.
2) French fine jewellery brand Van Cleef & Arpels opens the "Poetry of Time" main limited-time experience space at Plaza 66 in Shanghai.
3) French fine jewelry brand Van Cleef & Arpels opens the main limited-time experience space "Poetry of Time" in The MixC in Hangzhou.
4) French luxury brand Dior opened Miss Dior's "WAKEUPFORLOVE for Love Awakening" themed pop-up event in Hangzhou Mansion Shopping Mall.
5) French luxury brand Dior opened miss Dior 'WAKEUPFORLOVE for Love Awakening' themed pop-up event in Dennis City of David, Zhengzhou.
6) French luxury brand Dior opened a "Dior New Style" themed pop-up event in Zhenghong City, Zhengzhou.
7) French luxury brand Dior opened Miss Dior's "WAKEUPFORLOVE for Love Awakening" themed pop-up event in shenzhen MixC.
8) French luxury brand Dior opened a pop-up event with the theme of "Dior New Style" in Shenzhen Yifang City.
9) French luxury brand Dior opened missEss Dior's "WAKEUPFORLOVE for Love Awakening" themed pop-up event in Shenyang MixC.
10) Italian luxury brand GIADA (Garda) opened a "Eternal Beginning" theme limited-time store in Xi'an SKP and introduced a "virtual fitting screen" interactive installation.
11) Italian luxury brand Armani opens EA7 Emporio Armani Ski Series Limited Time Exhibition in Beijing Oriental Plaza.
12) Italian luxury brand Dolce & Gabbana opens a pop-up store for the Chinese New Year series at the Chengdu IFC Center.
13) British high-end jewellery brand DE BEERS JEWELLERS opens a pop-up shop in Sanya International Duty Free City.
Attached: Chinese artists endorse luxury brand dynamics
1) Italian luxury brand Fendi announces actor Tang Yixin as a brand ambassador.