Michael Kors’ ‘Jordi Bar’ heats up Chengdu

Overview Following the launch of its viral Denim Bakery in Shanghai in April, Michael Kors is back with another attention-grabbing lifestyle pop-up, this time in the southwestern Chinese city of Chengdu. MK Jordi Bar has taken over a popular bar on Yulin Road, an area known for its artsy cafes and nightspots. The pop-up celebrates Michael Kors’ new Jordi handbag, whose soft leather folds enable it to be shaped in a variety of ways. Painted in the special-edition Jordi burgundy red hue and referencing the geometric folds of the bag, the bar mixes urban cool with pops of local Chengdu charm, like traditional cane chairs and a bamboo-spiked courtyard. The bar’s relaxed vibe is accentuated by an array of cocktails and sharing teas created for the event served in Chengdu’s “gaiwan” tea cups with a saucer and lid. Visitors can have a relaxed immersive experience, try on a Jordi bag, and can win limited-edition Michael Kors panda bag pendants, inspired by Chengdu’s favorite animal, and Jordi campaign emojis. The Jordi Bar’s limited run, from 27 September until 13 October, includes the weeklong national holiday, a prime time for city walks and meeting up with friends. In addition to the Jordi Bar, MK hosted a pop-up store on Shuangqing Road in Chengdu for customers to purchase items from the collection. Netizens’ reactions In September, Michael Kors generated a growing buzz on Xiaohongshu through the Jordi campaign, with more than 2,700 new posts discussing the Jordi handbag. As of yesterday, the "MK Jordi" hashtag had attracted 3.9 million views and drove more than 650,000 engagements on Weibo, and garnered over 1.31 million views on Xiaohongshu. Increasing the social media buzz, three Michael Kors ambassadors made appearances at the Jordi Bar, including new APAC brand ambassador, actress Yang Zi who attended the grand opening event, global brand ambassador Shu Qi, and APAC brand ambassador, singer and actor JC-T. On the opening day, Yang had five hashtags went viral on Weibo, with the most popular hashtag, “Yang Zi Chengdu event,” generating 30.6 million views, with over 148,000 engagements in 24 hours, reaching the sixth spot on the platform’s trending list. Yang’s appointment last month as APAC ambassador went viral among her 62 million Weibo fans. Yesterday, three Weibo hashtags relating to JC-T and Michael Kors trended on the platform. “JC-T Chengdu News,” “JC-T Chengdu Live Stream,” and “JC-T is a friendly introvert” combined garnered over 12.7 million views and 150,000 engagements within 12 hours. Verdict Michael Kors’ urban image, bold pop-ups and China brand ambassadors have struck a chord with the nation’s fashion-savvy young consumers. The New York-based label has undergone a brand refresh in the past two years, zeroing in on Gen Z in China. With its brand ethos of urban exploration, Michael Kors has aligned with Chinese youth’s zeitgeist, resonating with their love for city walks and immersive, social media-friendly experiences. Through the smart use of popular slang, local cultural references, and cool experiences, the brand is strengthening its connection with this demographic. From cocktails served in traditional tea cups, to dice games and panda pendants, the MK Jordi Bar in Chengdu taps into the laid-back lifestyle of the city, one of China’s fastest-growing luxury markets. By blending pop-up events with local culture to create an urban exploration experience, Michael Kors is evolving its brand identity and engaging with younger, style-conscious audiences in fresh and authentic ways.

Michael Kors’ ‘Jordi Bar’ heats up Chengdu

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Published October 01, 2024

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Michael Kors’ ‘Jordi Bar’ heats up Chengdu