Bottega Veneta Chinese Website is for Luxury Chinese Consumers
Katherinev123 — December 28, 2011 — Business
Companies know how hard it is to reach specific markets when there is a language barrier, which is why Bottega Veneta is launching a dedicated foreign language site in China. The Bottega Veneta Chinese website will provide a destination for luxury Chinese consumers, offering information about Bottega Veneta's designs and collections that are exclusive to the Chinese market.
However, WWD points out that the Bottega Veneta Chinese website is not a virtual boutique (although the designer has virtual stores in the United States, United Kingdom and Japan). Rather, the aim of the site is to engage the Chinese consumer by sharing the brand's story, product information and exclusive content, such as the 'Hand of the Artisan' video series, which shows the making of Bottega Veneta products.
As Bottega Veneta's creative director Tomas Maier states, "We have a wonderful relationship with our customers in China, and this new Web site allows us to further engage with them in an online environment that is a true reflection of the brand."
However, WWD points out that the Bottega Veneta Chinese website is not a virtual boutique (although the designer has virtual stores in the United States, United Kingdom and Japan). Rather, the aim of the site is to engage the Chinese consumer by sharing the brand's story, product information and exclusive content, such as the 'Hand of the Artisan' video series, which shows the making of Bottega Veneta products.
As Bottega Veneta's creative director Tomas Maier states, "We have a wonderful relationship with our customers in China, and this new Web site allows us to further engage with them in an online environment that is a true reflection of the brand."
Trend Themes
1. Dedicated Dialect Designer Sites - Creating dedicated foreign language websites for specific markets allows companies to better engage with consumers and provide exclusive content.
2. Luxury Chinese Consumers - Targeting luxury Chinese consumers through dedicated websites helps brands showcase their designs and collections exclusively tailored for this market.
3. Engaging Online Environments - Developing online environments that reflect the brand's story and offer exclusive content is a key strategy to connect with consumers in a digital world.
Industry Implications
1. Luxury Fashion - Luxury fashion brands have the opportunity to create dedicated foreign language websites to reach and engage with specific markets, such as the Chinese market.
2. E-commerce - E-commerce platforms can provide the infrastructure for luxury brands to create and manage dedicated foreign language websites and engage with consumers online.
3. Digital Marketing - Digital marketing agencies can help brands develop engaging online environments that reflect their brand story and deliver exclusive content to targeted markets.
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