Tod’s To Offer Consumers A Limited-Edition Bag Via An Online Pop-Up Shop
Mr. Bags, a Chinese influencer, and the luxury brand have teamed up to launch the exclusive bag via a WeChat mini program, offering customers a digital pop-up shopping experience
Chinese super-app WeChat recently created mini programs that enable advanced features such as e-commerce, task-management and coupons, and will feature Tod’s as its first luxury brand. The retailer will use WeChat’s feature to debut its newest handbag.
The bag will release on the mini program called Baoshop, hosted by Tao Liang (also known as Mr. Bags, one of China’s biggest influencers). Liang specializes in luxury goods and is an ideal host for an offering such as this. During the program, Liang will inform online app users about the bag’s features. Interested consumers are then able to purchase the product through the WeChat Pay system.
The new features in the WeChat mini programs allow customers to receive detailed information and enjoy a tailored shopping experience, more like shopping in-store. This method of debuting limited or exclusive products is gaining in popularity and bridges the gap between online and IRL buying experiences. While this will be the first luxury product offered via WeChat, it will likely not be the last. The limited-edition bag will premiere on July 26.