T Galleria by DFS Enlists Chinese KOLs for New Loyalty Program Campaign

    Beijing-based model Hao Yun Xiang and Hong Kong blogger Hana Tam are among the KOLs selected for the LVMH-owned retailer's fall campaign to promote its Loyal T program.
    Jing Daily
    Lotus RuanAuthor
      Published   in Retail

    As customer loyalty remains crucial to the long-lasting success of a brand, LVMH-owned T Galleria by DFS is promoting its loyalty program Loyal T with the help from influencers around the world—including China—as well as its own employees.

    “Loyalty Is Everything,” the Hong Kong-based company’s fall 2016 campaign, teams up with a cast of nine influencers, global travelers, and DFS employees including New York-based designer Tory Burch, Beijing-based model Hao Yun Xiang, British style editor Susie Bubble, and Hong Kong blogger Hana Tam to share the experiences and the values to which they are most loyal.

    The campaign, unfolding throughout August, September, and October, seeks to add a human touch to loyalty-oriented marketing strategies and further connect with DFS’ global customer base through quality key opinion leaders (KOLs). Instead of discussing whether they are loyal to brands, the cast shares their personal stories and what matters to them most in life though short video interviews.

    Model and KOL Hao Yun Xiang in DFS' new fall campaign to promote its loyalty program.
    Model and KOL Hao Yun Xiang in DFS' new fall campaign to promote its loyalty program.

    For example, model Hao Yun Xiang, a KOL who has over 228,000 followers on Sina Weibo, one of China’s largest social media platforms, shares his passion for sailing, non-stop leaning, and exploring. This could be especially of benefit to reaching customers in China, where cultivating customer loyalty often boils down to developing successful social media strategies usually involving locally acknowledged influencers or KOLs. Meanwhile, Burch emphasizes the importance of friends and family in both her personal and professional life, while Tam shares her aspiration to make people happy.

    “This season we were particularly inspired by the many relationships that make up the unique T Galleria by DFS experience—from customers to sales staff, brands to retailers and influencers to fans—and we wanted to celebrate the value of loyalty, which is at the core of all these experiences,” said John Gerhardt, the senior vice president of creative branding direction at DFS Group.

    The three-month campaign can be found in-store, online, and through DFS’ social media channels. With 17 downtown T Galleria by DFS and 17 airport DFS stores in 14 countries, a number of which are located in Hong Kong and Macau, fans of the brand will have many chances to join in on the celebration this season through interactive, cartoon-inspired visual merchandising as well as an immersive digital experience featuring campaign videos, cast interviews, and travel guides at

    While there is no physical branch in mainland China yet, the Loyalty Is Everything campaign is clearly aimed in large part at traveling Chinese shoppers as they make up an important bloc of DFS’ clientele. The campaign appears to be resonating with them, as Hao’s campaign video has received over 39,000 views and 300 likes within a week since he first posted on Sina Weibo on July 31.

    Discover more
    Daily BriefAnalysis, news, and insights delivered to your inbox.