How Loewe crafts its China strategy with Chengdu store opening by Aisling Griffin https://padlet.com/Aisling84/iqxdwlyfbooxbvoo Digital and Physical Tactics en-us 2025-03-04 11:41:40 UTC 2025-03-18 15:55:45 UTC hello@padlet.com Aisling84 https://padlet.com/Aisling84/iqxdwlyfbooxbvoo/wish/3370953245 2025-03-18 09:29:13 UTC https://padlet.com/Aisling84/iqxdwlyfbooxbvoo/wish/3370953245 Segmentation Aisling84 https://padlet.com/Aisling84/iqxdwlyfbooxbvoo/wish/3370955379 Consider the psychographic and behavioural elements using the pen portrait. What can you find on WGSN about this region, or potential behavioural elements of the target groups stated in the last slide?


Consider generational segmentation, why do you think Loewe are broadening their segmentation here across generation, can you find any positive data to showcase why this is a good strategy for them?

]]> 2025-03-18 09:31:08 UTC https://padlet.com/Aisling84/iqxdwlyfbooxbvoo/wish/3370955379 Digital and Physical Aisling84 https://padlet.com/Aisling84/iqxdwlyfbooxbvoo/wish/3370955993 •Can you identify which tactics were used, both physical and digital.


•Are you able to find anything our about the statistical reach or segmentation reach of any collaborators.


•What elements of the Loewe brand heritage are seen throughout these tactics?


•Can you define any innovation elements?


•How did the store act as a ‘focal point’ for this type or marketing?


•Can you identify which tactics were above the line and below the line?

]]> 2025-03-18 09:31:39 UTC https://padlet.com/Aisling84/iqxdwlyfbooxbvoo/wish/3370955993 Pawara & Mahima https://padlet.com/Aisling84/iqxdwlyfbooxbvoo/wish/3371527572

  • Physical tactic:

    1. Historic building (location scouting),

    2. blend of Chinese & Mediterranean architecture,

    3. curation of lifestyle products from local designers, exhibit of Loewe craft prize winner's work, craftsmanship,

    4. Engagement & Activations: events in Chinese market, Shanghai-Fashion Hub, interpretations of the golden motif (facade tiles, Collaboratoion Hello Bikes ebikes - most common mode of transport)

  • Digital:

    1. commissioning digital artist - Jiang Zongbo,

    2. brand ambassador Wang Yibo to leverage his fanbase through engaging hashtag, exceptional fanbase demonstrated during recent Paris fashion week - surpassed Paris fashion week searches on Wechat

    3. Weibo to engage with consumers,

  • Segmentation

    1. Culturally aware consumer

    2. HNWI

    3. Gen Z & Millenials

    4. Tech savvy

    5. Well travelled

    6. Collector mentality


  • Elements of Brand Heritage

    1. recognize extraordinary works, innovation & artistic ideas in modern

    2. Color gold

  • Above the line:

    1. Store

  • Innovation: Digital through 'Chengdu Kaleidoscope' capturing the essence of craftsmanship and culture through the game of Mahjong

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