In the luxury market, it is extremely important to be able to touch and feel the products in-store, thus we designed an experience allowing real-time visualization on a screen combined with the touch and feel of different materials and colors which are expected by consumers. Prospects are encouraged to interact in a gamified manner, touching different materials and visualizing them instantaneously. Again, once their design is finalized, it heads into production at the Chloe workshop.
Another popular way of creating stronger bonds with the younger generation, especially in China, is by immersing them in the brands’universe, allowing them to have key roles in product development through product customization, or giving them a sense of belonging to the brand’s universe by matching a product to a personality type for example.
Gucci tapped into the popularity of personalized avatars and mobile communication. By partnering with a new platform, they have been able to integrate avatar-to-avatar communication and the functionality to dress their avatars with luxury apparel from Gucci. The label is among the most digitally savvy in the luxury world.
Another example would be Dior who launched a widely successful WeChat campaign for their new store opening at Plaza 66 in Shanghai. They invited users to collect items from the latest collection via an interactive treasure hunt. Users that completed the game could launch a virtual hot air balloon for a chance to win tickets to the store opening event.
WeChat has proven to be an extremely powerful tool to engage younger audiences in China. It now represents an essential touchpoint in omnichannel strategies, and this is why it is now fully possible to integrate SmartPixels configurators on WeChat.
Luxury brands understood the importance of this platform and have created WeChat mini-programs to create immersive digital experiences for their customers, offer exclusive access to the brand, or practice the “drop” retail model, by releasing limited edition clothing and accessory. These brands understood the importance of the younger generation to express their personality by the way they dress, the brands they chose, and the values they reflect.
It is paramount for brands to create user-centered digital experiences to get closer to their consumers and to be more adaptive to their demands.