A roundup of recent brand news, from a special Goyard craftsmanship event in Shanghai to Bulgari’s snakes descending on Beijing, and Coach getting interactive on WeChat.
Goyard Brings A Taste Of France To Shanghai
On January 25, famed Parisian trunk maker Goyard will hold a special customization event at its sole mainland China location in Shanghai, giving shoppers the chance to have their Goyard items customized on-site by French artisans from 5:30-7:30 PM.
Suite L104A, Yifeng Galleria 99 East Beijing Road, Huangpu District, Shanghai
Tel: +86 21 5308 5281
Event info via Weibo
Bulgari Snakes To Hit Beijing Shin Kong Place Boutique On January 29
Following previous appearances at flagships in New York, Tokyo, Rome and most recently Shanghai, Bulgari‘s large-scale lighted snakes will take their place on the brand’s Shin Kong Place store in Beijing on January 29. In preparation for the launch, Bulgari has been on a full-court promotional press, purchasing ad space on the home page of the Chinese online video giant Youku and creating a short commemorative video.
M1024 1/F Shin Kong Place, No.87 Jianguo Road, Chaoyang District, Beijing, China
Tel: +86 (10) 6533 1127
Coach Kicks Up Activity On WeChat
Coach continues its recent burst of digital activity in China with a WeChat effort aimed at catching the attention of the country’s emerging young fashionista. By following Coach’s official WeChat account and replying with the number “1,” users can automatically subscribe to a monthly newsletter, “Coach News,” which includes updates on discounts, new collections, and events.
The latest campaign — which comes two months after the launch of Coach’s e-commerce site and official WeChat account — follows other recent activity like last month’s Weibo event, “New York Style” (Coach纽约范儿), a multi-platform campaign that promoted Coach’s New York roots and the city’s fashion scene. As Labbrand wrote of “New York Style”:
The core of the campaign was a Weibo application on which fans of the brand could discover New York’s 6 iconic districts (Meatpacking district, 5th avenue, Brooklyn, Soho, The upper-east side and Time Square) through special articles on the Sina Style portal. The brand also tapped influential Weibo bloggers to create looks associated to each district; netizens could then vote for their favorite look and invite their friends to do the same.