Luxury brands have been able to generate significant online buzz in China by collaborating with young brands and Chinese celebrities popular with the millennial and Gen Z demographics.
Rimowa has incorporated the global streetwear trend into its classic luggage design through buzzworthy collaborations with Supreme and Off-White. Its fall 2018 Off-White collaboration, for example, gained the most engagement on social media out of all luxury fashion brand collaborations during Gartner L2’s study period and generated 94% of Rimowa’s total Weibo engagement.
To create hype for the suitcases in China, the brand enlisted actor Zhu Yilong to promote the collaboration on social media, where a post featuring him with the suitcase earned over 338,000 interactions. Thanks to the high social buzz, Rimowa earned 32% of all engagement on fashion brand posts mentioning collaborations, and the brand’s limited three-day sale via WeChat Mini Program sold out.