23 Mar Lanvin, immersing the online public in a VR runway experience

Lanvin has taken its digital strategy to the next level by working with a slew of Chinese digital platforms: the luxury e-tailer SECCO , the video platforms Yizhibo (livestream app belong to Weibo) and iQiyi to build a cloud-based (online) runway to seduce mobile-addicted and digital savvy Chinese consumers.

@LANVIN runway calendar on SECCO

@LANVIN flagship store page at SECCO with runway vide playback

Beside the livestream runway on the different platforms, Lanvin also cooperated with iQiyi VR to offer Chinese audience a special virtual-reality show, available in 4K 3D or 8K virtual reality if the follower has the virtual reality headset. It allowed Chinese consumers to experience a fashion week and to feel part of the event.

@LANVIN engaged with Chinese celebrities to promote  VR runway experience.

For more fresh insights about luxury brands activation in China, please contact @The Chinese Pulse for “China Trend Editions Feb – Mar 2020 Issue“.

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