Valentino targets Double 11 with Black Tie campaign

Overview

Valentino launched a campaign for the upcoming Double 11 shopping carnival on October 24. Featuring a striking selection of Rockstud handbags and footwear from the maison’s Black Tie Fall/Winter 2023 collection, the campaign stars brand ambassador Chinese actress Guan Xiaotong. The Double 11 exclusive products are now available on the house’s boutiques, website, WeChat Mini Program, and Tmall and JD.com flagship stores. 

Netizens’ reaction

Alongside the Double 11 campaign release, Guan has been promoted from brand spokesperson to brand ambassador for Valentino, a move that boosted online traffic for the campaign on Weibo. The hashtag “Valentino brand ambassador Guan Xiaotong” attracted over 4.5 million views within two days. Meanwhile, the Double 11 initiative further promotes Valentino’s  Fall/Winter 2023 Black Tie campaign.

Alongside the Double 11 campaign release, Guan Xiaotong has been promoted from brand spokesperson to brand ambassador for Valentino. Photo: Valentino

Verdict

Luxury houses have prudently embraced Chinese shopping festivals like 618 shopping day, Double 11, and Double 12. Discerning players treat their consumers with complimentary gifts and discounts, without sacrificing their brand value. In Valentino’s case, the maison offers gifts like phone cases made by Casetify, Rockstud earrings, and canvas bags with Black Tie prints, on its e-commerce channels.

This year’s Double 11 shopping festival is more competitive than ever as it comes amid China’s challenging economic recovery. Last week, China posted 4.9 percent year-on-year GDP growth in the third quarter, according to China’s National Bureau of Statistics, beating analysts’ expectations. In particular, retail sales rose 6.8 percent YoY, which bodes well for retailers and brands. 

Two e-commerce giants, JD.com and Tmall, kicked off their promotions for this year’s Double 11 on October 23 and 24, respectively. Though luxury brands are not vocal about their discounts, participation in the shopping festivals can elevate their cultural relevance in the market and help them keep up with emerging consumer sentiment. 

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