Balenciaga is launching a capsule collection exclusive to luxury e-tailer Farfetch with the aim to raise awareness to the conservation of endangered animal species. Having a positive impact on animal welfare is also key to the design of the collection, which will be entirely free from leather, fur and down materials.
Available in a limited edition across ready-to-wear, shoes and accessories for women, men and kids, a few of the collection pieces will feature illustrations of threatened animal species, such as the North White Rhinoceros, the Asian Elephant and the Blue Whale.
“Balenciaga is pleased to launch this exclusive collection. Bringing awareness to threatened species and supporting the conservation actions of IUCN is part of our vision,” said Cédric Charbit, CEO of the label.
Last year in March, Lacoste also showed support to animal conservation with the Lacoste x Save Our Species collection where it replaced its well-known crocodile logo with those of endangered species. Shirts were available in limited editions that corresponded to how much of each individual breed remained in the wild, such as the Javan Rhino (67).
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Following the likes of Longchamp, Gucci, Michael Kors and Fendi, Burberry has become the next global luxury giant to open an official WeChat mini-program. Launched today, the brand’s mini-program campaign takes the form of a social game in honor of Chinese Valentine’s Day – or Qixi – that this year falls on Friday 17 August.
Burberry’s new mini-program encourages followers to participate in a game with their partners, based on discovering different types of relationships. After a short quiz, with questions like, “Which shirt would you most like your partner to wear on a date?” (all Burberry, of course) couples are matched with one of 27 different “relationship outcomes” to describe their partnership – including “when cats meet dogs” and “the tale of ice and fire.”
Completing the game gives the user access to shop Burberry’s latest collection, including two new Qixi bags exclusive to China. For Chinese Valentine’s Day, Burberry has released its red “Belt Bag” and red “Pin Clutch”, which are only available in China on social platforms (WeChat and Weibo), burberry.cn and in mainland China stores. The exclusive Belt Bag is on sale for $2617 (17,900RMB), with the Pin Clutch retailing at $1637 (11,200RMB).
Josie Zhang, Vice President of Burberry in China, told Jing Daily,
“Mobile is now the largest digital channel for us in China. The WeChat mini-program allows the customer to experience our brand in a seamless and engaging way, which is perfect for social commerce.”
According to Burberry, the Chinese luxury customer is now demanding social commerce platforms that offer personalisation and responsiveness – to replicate an in-store experience.
“We’re expanding the leather goods offering and we launched the Belt Bag globally. The Belt Bag has performed extremely well in China, which is why we are releasing an exclusive red version. This is a very high-quality large bag at a higher price point and it’s been very well received, in particular in China.”
This is the first time Burberry has launched a China-only product, and comes following the release last month of the brand’s Q1 Financial Review. According to the report, sales in the Asia-Pacific region saw mid-single digit percentage growth, led both by Chinese customers shopping at home, and Chinese tourists spending in other Asia-Pacific destinations.
The launch of Burberry’s first mini-program is the next in a line of strategic ideas hoping to strengthen the brand’s Chinese social commerce presence. The British fashion house, however, is likely to have competition – as Chinese Valentine’s Day approaches, many luxury brands will be garnering for a slice of the lucrative mini-program pie.
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