Gusto Luxe Review: August 2020

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舉報 2020-09-02

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Are you passionate about luxury and digital? We have new positions opening across multiple levels and teams at our Shanghai headquarters (pictured above).

Find more openings on our LinkedIn page, and contact us at talent@gusto-luxe.com to enquire.

In response to the growing number of environmental and consumption conscious consumers in China, accelerated by Covid-19, Gusto Luxe is now placing brands at the forefront of this meaningful change. Through a multitude of services and a dedicated advisory board, Gusto Luxe is defining how brands approach and communicate sustainability in the China and Asia market. Our Sustainability Advisory board includes Lena Yang (WWD China) and Kresse Wesling (Elvis&Kresse), pictured above.

Founding Partner of Gusto Luxe, Chloe Reuter, spoke to Lauren Hallanen on her China Marketing Insights podcast, about the state of the luxury market – find the recording on www.chinamktginsights.com. Chloe also spoke to Hey China, in a podcast with Shirley Yu and Martina Fuchs, offering tips for international brands entering China, livestreaming and more. Find it on the Hey China LinkedIn account.

ARKET launched on Tmall, announced via a two-hour livestreaming featuring rising actor Partrick Shin and famous fashion KOL (Key Opinion Leader) Anny Fan. By introducing the essence of ARKET’s full collection and in-season new arrivals, traffic was driven to the brand’s Tmall page for direct purchase. The livestreaming gained more than 121k views and over 880k likes from the audience.

Everlane have a strong ethos of 'radical transparency' and a commitment to sustainability. The brand celebrated one year in the China market, with a campaign that saw collaboration with Eleme, the food ordering platform and Seesaw Coffee. The creative partnership also launched Everlane’s limited edition products and giftbox, exclusive to the campaign.

Maison Margiela launched a limited edition Qixi / Chinese Valentine's Day collection in collaboration with top-tier KOL SavisLook. The influencer created content saw on-brand styling shots featuring Savi and her fiancé, meant to showcase the unspoken love between a young couple.

As Qixi dominated the season, three top KOL couples created twinning looks in the Marimekko Kioski pre-fall limited collection, to inspire their followers across China’s social commerce platforms and drive sales traffic via click-through.

Too Faced collaborated with RED (Xiaohongshu) influencers and KOCs (Key Opinion Consumers) for Qixi to promote the Born Like This Eyeshadow Palette. Authentic reviews by the KOCs prompted further UCG (user-generated content) and interactive discussion in the platform’s comments.

Riding on key moments of the month – International Kissing Day and domestic Summer holidays, Marvis created China-specific storytelling WeChat posts. The creative and tailored visual design prompted consumers to engage in the comments by sharing their own stories on the theme.

Sustainability was the topic at The Middle House, as they supported international shark week with an underwater photo exhibition, Honour the Fins, at the MI XUN swimming pool. The purpose was to raise the awareness around the shark fin industry. Tickets sold out, with 200 people attending and net proceeds being donated to WildAid’s global shark conservation initiatives.

Pierre Marcolini opened a new store in Hangzhou, partnering with a local media figure and KOL Hangzhou Quanzi to boost awareness of the opening and drive traffic to store. As the media’s WeChat post gained over 45k views and 300 comments, over 500 customers clicked-through to the store during the opening launch. Further collaboration with regional Douyin (TikTok China) star 杭州真香姐妹 included a short video and two hours livestreaming session.

Architectural firm Ronald Lu & Partners (RLP) has appointed Gusto Luxe as retained communications agency for Greater China and Southeast Asia. The scope of service includes executive profiling, corporate reputation, business-to-business communications and CSR and sustainability communications.

MECCA Brands, Australasia’s leading beauty retailer launched on Tmall Global to create a luxury multi-brand flagship in China. A selected products seeding box was sent to China’s top chief editors, beauty directors, celebrities, make-up artists, and influencers, before media and industry KOLS attended a collection showcase of MECCA’s complete line up of skincare and makeup brands in the Penthouse of The Middle House.

MECCA Brands Founder and Co-CEO, Jo Horgan, attended the event virtually via live stream from Melbourne, Australia. Livestreaming KOLs introduced MECCA across various Chinese social commerce platforms to drive sales traffic to the brand's Tmall store.

Our community platform for the luxury industry, The Luxury Conversation, spoke with Irene Lee from Virtuoso Travel about the domestic travel boom in China and what international travel companies can learn.

Visit www.luxuryconversation.com for more interviews with industry leaders.

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