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.
On January 25, famed Parisian trunk maker
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
Following previous appearances at flagships in New York, Tokyo, Rome and most recently Shanghai,
'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 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.