Personalization previously only existed in a high-end couture world for private clients. Now, Italian luxury shoe brand Sergio Rossi grants a similar sense of privilege to a wider range of consumers and delivers it right to the fingertips of Chinese customers with a new WeChat campaign that showcases the brand’s ambitions to court digital-savvy Chinese consumers.
Launched on September 10, customers can access the personalization service through Sergio Rossi’s WeChat mini-program. The homepage includes an English-language video, demonstrating how consumers can design a shoe. They can experiment with a wide variety of elements to create their very own Sergio Rossi shoe – from the material, color and length of the heel to plate and customized letters. And the vehicle, the WeChat mini-program, empowers a one-stop shopping experience, from design and payment to social media sharing.
Participating customers can see how each customization option alters the price of their shoes in real time. Of course, design decisions need to be made carefully, as there is no refund or return option for the customized footwear once it is ordered. Thankfully, the mini-program provides a 360-degree digital preview, which can help customers gauge the look and feel of their personalized footwear.
Sergio Rossi is trying to harness the direct-to-consumer luxury trend in China. Such personalized experiences not only allow the company to better cater their products to consumers, but it also represents a valuable marketing opportunity for the company.
According to CuriosityChina – A Farfetch Company, who helped conceptualize and launch the campaign, the mini-program has already garnered substantial traction in China.
This WeChat mini-program campaign debuted after Sergio Rossi announced its partnership with brand management and distribution company Luxba Group earlier this year.