Dunhill launches shopping function on China’s WeChat
British menswear brand Dunhill has developed a new way to promote its products to Chinese consumers in the form of an online store hosted on WeChat, the largest social media app in China.
The brand is using a WeChat mini-program, a “sub-application”, for its newly launched Shop the Runway function, which allows WeChat users to buy the latest pieces from the label’s runway show.
The product selection is tailored to the Chinese consumer and also includes exclusive products and weekly launches, and products are delivered with 72 hours anywhere across China.
“The launch of the WeChat mini-program is a significant step in our digital evolution and connectivity, creating an integrated platform that links content and commerce with private services and payments, to offer a seamless customer journey on and offline,” said CEO Andrew Maag.
The sub-app combines shopping, direct in-app messaging and content, said the brand. It adds to the expanding network of twenty Dunhill stores in China.
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