Lane Crawford has launched a new storewide campaign to celebrate the one-year anniversary of its mainland China flagship.
The arcade-themed campaign, “Future: Play,” officially launched on October 10. Incorporating both online content and in-store offers, it showcases the brand’s growing Chinese profile. Though Lane Crawford began in Hong Kong more than 150 years ago, it has recently begun to expand onto the mainland, with four new stores opened there since 2007. The promotion also seeks to showcase the work of coveted designers, including Alexander Wang, Proenza Schouler, Stella McCartney, and Lane Crawford’s first haute couture brand, Giambattista Valli.
Giambattista Valli’s archives will be showcased in a special in-store display, featuring 20 of the designer’s past creations. Proenza Schouler, as well, will have an in-store installation displaying pieces from its spring/summer 2015 collection.
Integration of on- and offline components is crucial for this campaign, so Lane Crawford sought the help of British fashion magazine Because and their Fashion Scan application. Shoppers can use the application to access exclusive videos on the brand’s website via about 30 in-store signs. These videos “feature profiles of up-and-coming women’s wear designers, menswear trends, beauty tools and fashion bloggers,” according to Luxury Daily. Three of these videos are also available for viewing online for global customers not in China.
“Lane Crawford has embraced the use of the customer’s smartphone to make it an essential element in how they will interact in-store as they use it to download additional content at various digital check-in points,” explains Dave Rodgerson, a retail business development executive at Microsoft Canada, Toronto. “What this does is make the experience in the store more interactive and that’s a very successful way to engage your customers and build their enthusiasm for your brand.”
The establishment of a WeChat account for the brand to reach out to mobile users has also been an essential component of the online campaign. Lane Crawford’s new WeChat allows shoppers to learn about in-store happenings as well as the brand’s history, services, and locations. According to Brian Buchwald, CEO of China-focused business intelligence firm Bomoda Group, the app is “the single most important digital product for the Chinese consumer” because it “brings the benefit of not just driving awareness through push content via a subscription account, but also CRM and loyalty opportunities via a service account.” However, the effectiveness of WeChat depends on Crawford’s strategic approach.
“If I had a penny for each WeChat account built by a brand but soon abandoned I’d have lots of money to go shopping on Proenza Schouler and Giambattista Valli products for my wife this weekend,” Buchwald said.
image credit: lane crawford