Vita WEI is a Chinese high-end ready-to-wear cloth design brand. They mainly focus on leisure style wear. “Vita” is a Spanish female name, which means “the woman flow past all lift things”, “vital force” and “life”. They believe leisure dress are not just a kind of style, but also a promotion of new life style. From the style of cloth to understand the life and feel the life. Vita WEI is the only leisure wear design brand in China till now.
The Designer — Hua WEI
The founder of this brand is a Chinese design — Hua WEI. She has earned Chinese top 10 young cloth fashion designer award twice. She has been engaged in the leisure wear industry for more than 10 years. In this 10 years, she has not just deeply understand the inside and outside meaning of fashion industry, but also familiar with Chinese domestic life style and consumption habits. In her idea, cloth is not just a something for cover body, but also means a person’s personality, life attitude and style.
Work on Digital
At the late of 2016, Vita WEI got connection with Gentlemen Marketing Agency (GMA) to promote their brand through online platform. GMA customized a digital marketing program for them to get close to the high-end customers. This program mainly focused on Weibo and WeChat platform, then plus with online PR and forum platform.
The Customized Digital Marketing Plan
Consider Vita WEI is a high-end brand target up-class and middle-class customers, GMA made the principle which is detail-focused and simple design for their Weibo and WeChat account. The design of home page on social network is extremely important, since people used to judge the level of brand from the first sight. People also will locate the price-level of a brand, it decides how much the customer like to pay for their clothes. GMA picked up a art-like simply, dark background photo, which symbolized simple, silent and power. For the content posted, GMA also chosen some well designed and artful pictures and plus with nice and beautiful sentences.In the part of PR chosen, GMA aimed the high-end fashion online magazines, like Marie Claire (Chinese) online version magazine which mainly for up-class and proper middle-class readers. To lift their awareness in Chinese society, GMA also chosen to post the Q&A on the forum platforms, which can raise more attention for brand. They mainly focused on Zhihu, which is the high-level forum on Chinese website and trust by netizens.