Building a pop-up store in China that leaves a lasting impression
As Chinese consumers place more value on experiences than products, pop-up stores have become an important tool for brands. They offer unique and authentic moments that connect with people’s lifestyles, cultures, and values. These experiences often stay with consumers long after their visit. In the rapidly changing market, a pop-up store in China helps brands […]
‘Knot’ your typical athlete: Tiffany & Co X Eileen Gu
On March 12th, 2022, the latest part of Tiffany and Co’s Not Your Typical City campaign was released on Xiaohongshu（小红书, Chinese equivalent of Instagram) – a selection of reels (short, entertaining videos) where global ambassadors individually share their opinions on New York City, dressed head to toe in the new Tiffany Knot Collection. The under-30-second […]
Tiffany & Co. in China: Omnichannel marketing to target millennials
Tiffany & Co. officially entered the Chinese mainland market in 2001, but it didn’t open its own store until 2007. At present, China has become the second largest market for the Tiffany brand after the United States. In 2020, Tiffany’s quarterly report showed that although China’s sales fell 85% year-on-year in January due to the […]