L2’s Digital IQ Index: Luxury – China finds much of China’s luxury spending is done on trips abroad, and luxury brands are incorporating that jet set lifestyle into their identity. Kate Spade and Michael Kors are encouraging young travelers to posts their vacation moments on social media with brand hashtags.
Michael Kors kicked off the #JetSet# campaign with a handbag giveaway for fans who posted pictures of their Selma bags at city landmarks on WeChat and Sina Weibo. The brand enlisted supermodels Miranda Kerr and Ming Xi and several fashion bloggers to extend campaign reach on social media. The brand complemented the campaign by hosting “Jet Set Experience” event celebrating the opening of its Shanghai flagship. Fans were given virtual access with 360-degree video and Michael Kors posted live on Sina Weibo, growing the brand fan base by 25% or 92,000.
Kate Spade is another brand capitalizing on young, rich travelers. It recently launched a campaign to promote a collection based on different vacation locales each month. May’s theme was Monaco, and fans who followed the WeChat campaign instructions and messaged the brand with “travel colorfully” received digital boarding passes entering them in a raffle to win a Lott Street Francis tote. Also as part of the campaign, Kate Spade hosted a microsite on e-commerce destination Doubon with product sets curated based on travel destinations.