Four times luxury brands wowed Chinese consumers with over-the-top experiential events
Experiential marketing is on the rise among luxury brands in China. We take a look at some recent impressive examples from Dior, Hermès, Gucci and Chanel
Experiential marketing is on the rise among luxury brands in China. From Dior, Hermès to Gucci and Chanel, a series of big players have recently pushed out one-off creative events in major Chinese cities, which provides consumers with immersive and memorable experiences by incorporating into their campaigns elements such as art, culture and technology.
These experiential events, ranging from presenting brand culture, philosophy of design to special editions, are usually quite helpful for luxury brands to nurture a closer connection with attendees as they offer a sense of status and exclusivity that is exactly what Chinese luxury consumers seek out in brands.
Because Chinese consumers are so obsessed with luxury goods, it’s easy for brands to generate buzz in the online community with well-planned events. Thus, the effect of physical events can be amplified on social media, helping luxury brands connect and engage with followers in the digital sphere.
Following are four successful examples of experiential marketing conducted by luxury brands in China.
Hermès: Party at Hermès Club
When: June 16, 2017
Where: Long Museum, Shanghai
How: The concept of “Hermès Club” was thought up by Bali Barret, the brand’s silk scarf designer, and the master advertising film director Jean-Paul Goude. It took six months for them to design the party. They divided the Long Museum, where the “club” was housed, into 10 spaces—like the Music Hall, and the Red Ballroom—that presented different artistic themes, displaying the ready-to-wear products and accessories from Hermès’ 2017 capsule. The event, which played host to over 1,000 people, aimed to bring to life the spirit of the modern Hermes lady, who embodies wisdom, mystery and happiness.
From offline-to-online: Hermes enhanced the success of this exclusive one-night-only event through WeChat, where it allowed more fans to take a closer look at the club on its official account, which offered an HTML-5 enabled interactive page.