Luxottica partners with China Duty Free Group in Bvlgari sunglasses prelaunch

CHINA. Luxottica Group has partnered with China Duty Free Group (CDFG) in an exclusive prelaunch of two Bvlgari Serpenti sunglasses ahead of their roll-out globally.

The eyewear will be available at CDFG stores until December. Luxottica said the travel retail first is part of the group’s strategy to drive engagement with travellers in Asia Pacific.

The Bvlgari campaign at Haitang Bay Sanya International Duty Free Shopping Complex is supported by bold LED screens and pop-ups

The preview is supported by a 360-degree marketing campaign, running throughout the key travel and gifting season, at CDFG’s stores in Haitang Bay Sanya International Duty Free Shopping Complex and Guangzhou Baiyun International Airport.

The campaign is spearheaded by a video created exclusively for the LED screens at the Haitang Bay window displays. It is also supported by a print campaign and in-store pop-up activity at both locations and boosted through CDFG’s Chinese-centric social media platform WeChat.

An exclusive look: Bvlgari eyewear to the fore at Guangzhou Baiyun International Airport

Luxottica Global Travel Retail Director Enrico Destro said: “We are pleased to collaborate with China Duty Free Group on the exclusive reveal of our Bvlgari Serpenti sunglasses ahead of their worldwide debut.

“Working closely with our partners, we’ve developed an exciting journey of discovery through the exclusive debut of a new product, engaging in-store animations and supporting activities on social media, with a focus on the Chinese shopper and traveller.”

Destro underlined the importance of the Asia Pacific region to Luxottica. “We are committed to understanding the region’s shoppers better and developing new and interesting products, campaigns and experiences that speak directly to these consumers,” he said.

The Bvlgari Serpenti sunglasses are available in Black and Pink. The bold, full-rim metal frames feature the Serpenti scale and are encrusted with 110 crystals.

 

Going strong on Globuy

As a lead business partner of The Moodie Davitt Report,Luxottica and CDFG’s story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report.

Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media”

Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team.

Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy.

 

 

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