Luxury Briefs: Goyard In Shanghai, Bulgari In Beijing, Coach On WeChat

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. Goyard Shanghai Suite L104A, Yifeng Galleria 99 East Beijing Road, Huangpu District, Shanghai 上海益丰外滩源旗舰店 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. January 29, 2013, 6:30 PM 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.

Luxury Briefs: Goyard In Shanghai, Bulgari In Beijing, Coach On WeChat

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Published January 22, 2013

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Luxury Briefs: Goyard In Shanghai, Bulgari In Beijing, Coach On WeChat