Shoppers in China can now access and purchase Gucci's collection from the convenience of their smart phones, as the luxury brand partnered with WeChat to reach an international audience.
The clever eCommerce effort put an emphasis on "visuals and storytelling" to appeal to a market that's more likely to purchase luxury goods online. In addition to promoting its apparel, Gucci is promoting its brand as it has launched a series of events initiatives and contests through the social platform. One of the most notable events took consumers on a virtual tour that was accessible through the WeChat app. Afterward, users could upload comments, photos and Gucci-related content using a #blindforlove hashtag.
As a result of this success, the luxury brand enabled consumers in China to make purchases directly through the Gucci website, an action which wasn't previously available.
Image credit: Gucci
Luxury eCommerce Experiences
More Stats +/-
Outrageous Artistic Influencers
Glamorous Clip-On Earrings
Lavish Designer Ice Buckets
Fur-Free Luxury Fashion
Designer Retro-Inspired Sunglasses