The fashion house's WeChat page gives Chinese customers access to exclusive apparel and reflects its offline branding with carefully curated imagery

Givenchy created a new shopping experience that gives the Chinese luxury market a convenient way to access exclusive pieces: a WeChat store. According to Luxuo, the chat app has a billion monthly active users and has become a necessary retail and marketing tool for any company doing business in China. Other fashion houses of the likes of Dior, Gucci and Louis Vuitton have made similar moves by setting up WeChat boutiques.

In Givenchy's case, the design and feel of the e-commerce page on WeChat represents its offline service and brand with carefully curated imagery and aesthetic appeal. Shoppers on WeChat have access to ready-to-wear apparel, leather products and accessories, as well as limited edition items.

Luxury brands have taken longer to make the leap toward an e-commerce market, compared to retailers that sell fast fashion or have mass appeal. But it has become clear that even exclusive designer houses have to jump on WeChat and its counterparts in order to compete.

Givenchy


Lead Image: Givenchy/Gogoboi/WeChat via Jing Daily

Givenchy created a new shopping experience that gives the Chinese luxury market a convenient way to access exclusive pieces: a WeChat store. According to Luxuo, the chat app has a billion monthly active users and has become a necessary retail and marketing tool for any company doing business in China. Other fashion houses of the likes of Dior, Gucci and Louis Vuitton have made similar moves by setting up WeChat boutiques.

In Givenchy's case, the design and feel of the e-commerce page on WeChat represents its offline service and brand with carefully curated imagery and aesthetic appeal. Shoppers on WeChat have access to ready-to-wear apparel, leather products and accessories, as well as limited edition items.