CHINA. Italian eyewear house Luxottica Group has teamed up with China Duty Free Group (CDFG) to launch the Ray-Ban ‘You’re On’ campaign at the Sanya International Duty Free Shopping Complex on Hainan Island.
To celebrate the launch, Ray-Ban has introduced two new sunglass styles designed with the core Chinese consumer in mind. The first is a travel retail-exclusive pair; while the second features a new colourway specifically developed for the Greater China region.
The unisex travel retail exclusive pair features an Asian-friendly design in size 58 with dark blue polarised lenses, gradient nylon and rubber frames.
The second pair features large, brown mirrored lenses and black nylon frames. As an added element of exclusivity, it is decorated with a gold engraving that says, ‘本色登场’ on the temple which translates to ‘You’re On’ in Mandarin. It is available exclusively in Chinese domestic and travel retail markets.
Both pairs are now available at the CDF Mall in Haitang Bay and on CDFG’s ecommerce platform.
According to the brand, the campaign is a celebration of ‘spontaneous moments of authentic behaviour.’ It is supported by a 360o omnichannel programme which includes dynamic visual merchandising, highly-targeted advertising, social media promotion and a KOL collaboration.
Chinese KOL 辰TK — who has 810,000 followers on WeChat — helped promote the two new sunglasses styles by taking his followers on a tour of the Ray-Ban boutique.
The campaign was also amplified through highly-targeted advertisements across various touchpoints at the CDF Mall and through CDFG’s owned social media channels on Weibo and WeChat.
The new Ray-Ban campaign leverages Hainan Island’s expanded offshore duty free shopping policy and reinforces Luxottica Group’s commitment to its core Chinese consumer. As reported, Hainan’s booming offshore duty free business reached US$816 million sales in July and August, a remarkable +221.0% year-on-year increase.
“With domestic tourism in China picking up, now is a prime opportunity for us to leverage the close partnership that we have built with China Duty Free Group and to launch this new campaign from Ray-Ban,” commented Luxottica Global Travel Retail Director Enrico Destro.
“As category leader, we see the importance of driving the growth and attractiveness of sunglasses in the channel, so we are very excited to collaborate with 辰TK, who is able to connect with and appeal to our target audience in the region.”
Luxottica Group is a Platinum Partner of the upcoming Moodie Davitt Virtual Travel Retail Expo (#Virtual Stand SG-P1) with CDFG a Diamond Partner. CDFG President Charles Chen is also appearing in a highly-anticipated keynote interview on the opening day of the pioneering virtual event on 12 October.
Luxottica Group goes Platinum at the Virtual Travel Retail Expo Luxottica Group is a Platinum Partner at The Moodie Davitt Virtual Travel Retail Expo. The unique 5-day ‘live’ event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, category workshops and a new consumer research initiative. Registration is free for buyers, exhibitors and preferred media partners. (Click here to register)
|
