British luxury leather brand Mulberry hopes to give Chinese consumers a richer digital experience with the launch of an official WeChat account.
Created in partnership with digital agency Hot Pot Digital, Mulberry’s WeChat account was the logical next step in breaking into the Chinese social media scene after creating an official account on Weibo in May of last year.
Mulberry’s brand director, Anne-Marie Verdin, said, “We are constantly looking for new platforms to communicate the depth and breadth of the Mulberry brand and tell the Mulberry story to our consumers. WeChat’s advanced functionality and prominence in the daily lives of consumers means this will be a central tool to communicate with our audience in China and continue to amplify our brand storytelling.”
Following in the steps of its luxury compatriots Harrods, the first British brand to use WeChat, and Burberry, which first used WeChat to create an immersive fashion experience during its Autumn/Winter 2014 show, Mulberry also hopes to provide exclusive content through its WeChat account. Currently, the brand is offering a behind-the-scenes look at the company’s Autumn/Winter 2014 ad campaign featuring British supermodel Cara Delevingne.
With over 355 million users worldwide, 70 percent in China, WeChat allows luxury brands to communicate with their target demographics. In fact, a study by DigitasLBi earlier in the year showed that 82 percent of the Chinese consumers surveyed were more likely to buy products from brands they followed on social media.
“We will be implementing a set of online-to-offline initiatives that will help bring a seamless experience for consumers from mobile to store,” Hot Pot Digital managing director Jonathan Smith tells Luxury Daily.
He continued, “Given Chinese consumers’ move towards more understated luxury, Mulberry has a natural part to play in Chinese luxury consumers’ lives. Our vision is that Mulberry’s WeChat will be the go-to digital destination for today’s sophisticated consumer of quality leather goods.”
With Chinese consumers’ infatuation with Britishness, China is a promising market for Mulberry.
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