Prada seduced by the recovery of the local market in Shanghai

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The Social Edition is our weekly series that delves deep into luxury initiatives in the social media landscape in China. Each week, we highlight brand campaigns running on Chinese digital platforms – WeChat, Weibo, Tmall, Douyin and beyond.

Our coverage highlights global luxury brands, global beauty brands and local Chinese brands. The latter provides an overview of some of China’s most successful campaigns, which often come from local actors and are outside the beauty and fashion space.

In this week’s recap, we take a look at three campaigns, including Prada‘s pop-up at a local market in Shanghai, Valentino’s collaboration with Sleep No More, and local fashion powerhouse ERDOS’s show in a desert.

Prada seduced by the recovery of the local market in Shanghai

MARK Prada
CATEGORY Luxury
PLATFORMS Weibo
WAY Offline Pop-up, Images

PREVIEW
Prada has launched a series of experimental initiatives in several Italian cities and others around the world to promote its Fall / Winter 2021 campaign titled Feels Like Prada. Rong Zhai, the brand’s social and cultural hub in Shanghai, and a fruit and vegetable market in the city’s Wulumuqi Road district have been transformed by Prada with its signature codes and prints from the new collection. At the market, the simplest and most essential foods were packaged in special Prada packaging. Both locations will be open from September 27 to October 10.

REACTION FROM INTERNET USERS
On Xiaohongshu, more than 250 users posted articles on Prada Marketplace within 12 hours of opening to the public. Visitors were very impressed with this creative initiative which uses the identity of this everyday space, and local fashionistas holding vegetables or flowers with Prada wrappers became “Instagrammable” moments on social platforms.

VERDICT
Prada has been harnessing local cultures to intensify its relationships with buyers from diverse backgrounds for some time now. In China, fruit and vegetable markets are places where many elderly people shop. However, Prada’s unexpected takeover impressed young local audiences and made many of them visit this market and experience the brand with dynamism and emotion.

Valentino presents new collection in Shanghai theater production

MARK Valentino
CATEGORY Luxury
PLATFORMS Weibo
WAY Offline performance, Image

PREVIEW
On September 28, Valentino presented Reborn In Dreams: A Special Show showcasing its Fall / Winter 2021 Act collection and celebrating the fifth anniversary of the award-winning theater experience Sleep No More. Together, the Italian house and Sleep No More Shanghai have reinvented the original version of the troupe with an installation mixing fashion, arts and theater in the mysterious McKinnon Hotel playhouse in Shanghai, where the audience, consisting of KOL de la mode and d ‘insiders, was invited to dialogue with the show.

REACTION FROM INTERNET USERS
Although the dedicated show was not open to the general public, it generated an immediate social buzz thanks to KOL’s posts on Weibo and Xiaohongshu. The #ValentinoActCollection campaign hashtag reached over 150 million viewers as soon as it was published, as internet users showed keen interest in this unexpected cross between fashion and theater.

VERDICT
Sleep No More Shanghai has been a favorite among young cultural consumers in China in recent years. And for Valentino, spotting a culturally relevant product for local shoppers helps the brand facilitate greater emotional connection. Additionally, with the dancers dressing in the latest Act Collection, the brand has better contextualized its image for Chinese audiences.

ERDOS presents its fall-winter 2021 fashion show in a desert

MARK ERDOS
CATEGORY Fashion
PLATFORMS Weibo, WeChat, Tmall
WAY Image, live broadcast
FEATURED TALENTS Liu Wen (26 million Weibo subscribers) | Hua Chenyu (39M) | Yuan Quan (3.7 million) | Ma Long (8M) | Xiaoxue (5M) | Shaway Ye (4M)

PREVIEW
On September 29, local fashion conglomerate ERDOS presented its fall / winter 2021 collection in the Kubuqi Desert in Inner Mongolia, where the company originated and where its cashmere still comes from. With the theme “Sound For Celebration,” the show was dedicated to the company’s 40th anniversary and ended with Brand Ambassador Liu Wen walking the runway fully dressed in red.

REACTION FROM INTERNET USERS
By showcasing Chinese cultural symbols – including the color red and local landscapes like the Kubuqi Desert – the show really touched the local audience. Many said they were moved by the event, which sparked deeper emotional connections with the brand. Additionally, the #SoundForCelebration campaign hashtag received 76.55 million views in one day.

VERDICT
By hosting the show in such a spectacular – but local – destination, ERDOS ‘dedication to its roots and culture shone through the presentation, which greatly impressed the guests and the vast audience who connected via the broadcast. live. From a “parent brand” to a benchmark player with five sub-lines, ERDOS is on the right track to revitalize its brand image and attract today’s young buyers.


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