Valentino, the renowned Italian fashion house in China, has long been synonymous with luxury, elegance, and a flair for the dramatic in fashion industry in China.
Known for its exquisite craftsmanship and timeless designs, Valentino has become a staple in the world of high fashion. In 2023, the brand made a significant impact in China, particularly with its vibrant Pink PP hue from the Fall/Winter 2022-2023 collection, mirroring the global fascination with all things pink, partly fueled by the much-anticipated Barbie film.
This year, Valentino reimagined Shanghai’s cityscape in its signature pink. Following the Dopamine-fueled takeover of the Long Museum in July, the fashion giant collaborated with Harrods Tea Rooms for a unique celebration of the festive season. This collaboration transformed the iconic British luxury department store’s tea rooms in London and Shanghai into a whimsical Pink Christmas haven. The highlight of this collaboration was an exclusive afternoon tea experience, featuring the Pink PP Harrods bear named Cha-lie, and an outdoor food truck serving limited-edition treats like hot chocolate and mulled wine, all infused with Valentino’s signature pink.
On November 14th, a 9-meter-tall Christmas tree, adorned with the iconic “V” logo, pink ribbons, and baubles, was illuminated at the Tea Rooms.
This grand lighting ceremony, mirrored by its Knightsbridge counterpart, featured performances by the choir from Wellington College International Shanghai, adding a festive ambiance and a touch of British heritage. This stunning display of holiday spirit and fashion extravagance will remain a centerpiece of the Tea Rooms until January 4th of the following year.
Marketing Campaign
The impact of this campaign was significant, as evidenced by the 23.7 million views garnered on social media in China for the hashtag #Valentino圈粉上海# (“Valentino pinkifies Shanghai”). This response was not only a testament to the brand’s innovative marketing but also reflected the enduring appeal of the color pink in the Chinese market, even after a summer dominated by Barbie and dopamine aesthetics. source daoinsight
Valentino in China
The success of Valentino in China serves as a powerful case study for luxury brands looking to make their mark in this vital market, especially during festive seasons like Christmas.
To resonate with Chinese consumers, luxury brands must embrace local cultural elements and trends, engage in creative and localized marketing strategies, and create unique, memorable experiences that blend the brand’s identity with local preferences and festivities.
Buzz Marketing for Valentino?
By doing so, brands can not only captivate the Chinese market but also build a lasting and loyal customer base. Valentino’s Pink Christmas in Shanghai is a shining example of how a luxury brand can successfully navigate and flourish in the dynamic and ever-evolving landscape of China’s luxury market.
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