Whatever happened to luxury brand Chloé’s online push in China? | 被遗弃的奢侈品牌的营销活动?

French luxury ready-to-wear pioneer and Richemont Group fashion brand Chloé drove forward with an expansionist strategy for the Chinese market earlier this year with a webcast fashion show, corporate blog and an ambitious e-commerce strategy.
je suis chloe Wonder Girls screenshot
The webcast fashion show was supposed to be about the fifth anniversary of the brand, but was more about expanding their share of the Chinese marketplace.

As using social media in luxury goes, it was an ambitious strategy so I decided to revisit the site to see how they were getting on and what innovations they were up to. I went to the web address and got this page.
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I’ve tried it a number of times on different networks and computers to make sure that it wasn’t an error on my part.

I know that the site is supposed to be based on servers in Shanghai and that the domain name doesn’t run out until the end of October.

I was surprised to see such an interesting brand exercise apparently given up on so quickly, the Chinese corporate blog would have been about establishing an ongoing relationship with existing, prospective and aspiring customers rather than rolling out what seems to have been a short-term campaign.

More information

Chloé targets Chinese rich online – Marketing Interactive

Chloé Readies Shanghai Runway Show, Launches Chinese-Language Blog – Jing Daily

Chloé Celebrates 5th Anniversary In China With Runway Show Webstream – Jing Daily

Chloé to unveil Chinese-language blog and global e-commerce site – Lady Lux