VELVET CEO Patrice Nordey speaks to an audience of young marketing professionals and entrepreneurs about Digital Marketing during the most recent Conde Nast Center of Fashion & Design meetup at 10 Corso Como in Shanghai. VELVET is an educational partner of the Center and will design and teach two courses this fall. (www.condenastcenter.com.cn)
VELVET Group Founder and CEO Patrice Nordey recently spoke at the Cashmere World Forum which took place from October 5 to 7 at the Hong Kong Convention & Exhibition Centre. China is home to one of the biggest luxury markets, as well as 95 percent of the world’s supply of pure cashmere.
Nordey presented on how to reach China’s new generation of luxury consumers through digital marketing and e-commerce. Below are excerpts of the talk, as featured in a Jing Daily article on the forum:
“Digital is here to communicate but also to sell products,” said Nordey, who discussed the importance for luxury brands of “designing the consumer journey” through various touch points that include a mix of online and offline platforms. O2O strategies are especially important for luxury brands, he said, as “omnichannel is really becoming the new normal.” He outlined three key goals for an O2O strategy: increasing store foot traffic, enhancing point-of-sale experience, and sales conversion. A key way to enhance O2O campaigns for luxury brands is through WeChat, which “is really changing the digital landscape in China,” he said. The multitude of functions being added to WeChat, including payment systems, means the platform is “really starting to be a Swiss army knife.”
In addition to social marketing, e-commerce is also crucial for reaching Chinese consumers. According to Nordey, Chinese consumers’ above-average interest in buying fashion online means that the cashmere industry should be especially focused on e-commerce. “If you look at every market, the first category is consumer electronics,” he said. “In China, the first category is accessories, fashion, clothing—this is the first category. This is what people are buying online.”
(Read the full article here.)
VELVET partnered with insurance leader AXA to deliver a digital innovation program including learning expeditions, keynote speakers and a Startups Demo Day with 15 up-and-coming Chinese tech companies. The program, customized for 200 senior level AXA executives, also involved Baidu, Sina Weibo, Dianping, PPDAI, Baozun and the newly opened co-working space XNode.
We are excited to announce PUIG as a new client.
VELVET will serve as digital strategy advisory firm for the overall brand portfolio of PUIG in China, including fragrance and designer brands such as Prada, Nina Ricci, Valentino, Carolina Herrera and Paco Rabanne.
We are excited to announce MANGO as a new client.
Velvet will serve as the Chinese social media retainer for MANGO, in addition to overseeing online media buy, O2O innovation projects, and event management.
Video from our first MANGO event, MANGO Shopping Night, which took place on May 23 at the Jing’an Kerry Centre store in Shanghai. The event kicked off with a fashion show featuring 10 winners from the “Be a Model for One Day” online campaign. Joining the winners on the catwalk were 16 fashion KOLs who amplified the event on social media. Models were styled in the latest looks of the season, including ’70s Bohemian and Surfer Chic. Our friends from the social media platform of choice for fashionistas, Nice, joined in on the fun too.
3D printing will change the world, or so proponents claim. From houses and cars to body parts and clothing, the possibilities seem limitless. But what does this mean for fashion and marketing today?
Velvet invited two Shanghai-based innovators and business partners in 3D printing to speak at the French Chamber of Commerce last Thursday about how brands use 3D printing technology in marketing.
Bin Lu is Co-Founder of 3D design firm Xuberance. The firm recently took home First Prize at Salone Satellite at Milan Design Week for its line of 3D printed lamps and will open China’s first 3D shop this summer. In addition to its own designs, Xuberance also works with brands on prototypes and campaigns.
Adam Huang is Co-Founder of Creature of Creation, a start-up that focuses on 3D printed lifestyle products such as plates, cups and jewelry. Huang is a proponent of 3D printing’s potential to empower consumers and inspire creativity. Creature of Creation partnered with Hennessy to promote Classivm, a cognac targeting the young Chinese market. For the campaign, Creature of Creation built a 3D body scanner that has traveled to over 100 nightclubs. The scanner is displayed in the VIP sections of nightclubs and club goers who have their bodies scanned receive a miniature replica of themselves as a souvenir.
For another collaboration, the startup created 3D nails for a photo feature in ELLE China and have already received requests from nail salons. According to Huang, jewelry will be the next big industry for 3D printing. When asked how the new technology will impact more traditional craftsmanship, Huang thought 3D printed products would address the demand for affordable luxury from the burgeoning middle class while the market for higher end goods will remain.
For the third year, VELVET will sponsor the upcoming well-known Forrester China Summit on Wednesday, March 25th 2015 in Shanghai.
In the age of the customer, marketers face three acute strategic and operational challenges: how to powerfully and consistently CONNECT with distracted, empowered customers; how to deeply ENGAGE customers once you make that connection; and how to consistently DELIVER on customer obsession throughout the organization.
About the summit
At this Summit, Forrester will teach you how to thrive in the age of the customer with a focus on digital customer experiences. You’ll leave this Summit with the skills needed to:
- Master the key concepts and skills for brand leadership across the age of the customer.
- Create seamless brand experiences across the digital and physical divide.
- Lead a customer-obsessed marketing organization.
Over the course of this one-day Summit, we will help you:
- Understand China’s digitally empowered consumers and the disruptive strategies of BAT (Baidu, Alibaba, and Tencent), the top three digital service and platform providers in China.
- Analyze the complexity of Chinese consumers’ behavior on smart mobile devices, their expectations for the delivery of content over mobile, as well as real-world connectivity patterns.
- Map your own detailed customer experience framework as the key to building a powerful digital ecosystem.
- Master your options within the changing state of media in China, including the role of agencies and hot-button tactics such as programmatic and native advertising.
- Design an effective customer data strategy, and identify the data and tools needed to succeed.
- Navigate the countless cloud-based partners and platforms available.
- Learn best practices in mobile, social, content, and utility marketing.
You can visit Forrester event page to get more information about the program and keynote speakers.
Save the date & Buy your tickets here!
Date: March 25th, 2014
Location: Le Royal Meridien, 789 Nanjing Road East – Shanghai
Duration: 1 day (8:00 am – 6:30 pm)
Price: Clients $545 – Non-clients $595 – Government, education, and nonprofit $445
Join the event at a discounted price by contacting us!
FABERNOVEL is a global innovation agency committed to empowering companies to create a lasting cultural shift and knowledge base to act upon.
We bring the thought leadership of a consultancy, the creativity of an advertising agency and problem solving strength of a technology company.