On August 25 Valentino celebrated Chinese Valentine’s Day with its exclusive capsule collection, VLoveTN—a play on its VLTN logo. Valentino’s collection is available in-store, online, and on WeChat and Tmall for consumers across China. VLoveTN features men’s and women’s clothing in Valentino’s signature red, alongside heart-shaped jewelry and accessories.
Chinese Valentine’s Day, officially called the Qixi Festival, is one of the biggest sales days of the year in China. In 2019, 65% of luxury brands released a special holiday collection for the festival, with many designed to appeal to the Gen-Z shoppers who lead the demand for limited-edition luxury items, according to a Gartner report. Several luxury labels, including Cartier, Balenciaga, and Montblanc, again launched holiday specific collections this year—though the Coronavirus pandemic led the celebrations to be completely virtual. As China accounts for 30% of Valentino’s global customer base, celebrating this year was crucial, even in the midst of a global health crisis. The VLoveTN collection could help Valentino boost sales in the country, particularly at its recently re-opened flagship store in Beijing, which only opened last fall and currently houses the new holiday collection.
To promote VLoveTN, Valentino crafted an interactive game for customers to play on WeChat. The new VLoveTN Rubik’s Cube game challenges app users to solve a branded cube in as short of time as possible. Consumers can purchase products from the new collection through WeChat, as well as on the Tmall app. Valentino enlisted popular fashion influencers and actors to generate content for the Rubik’s Cube game as well as promote the new clothing line on social media. Valentino and popular Chinese actors such as Yang Zi and Yang Yang are promoting the collection across Instagram using the hashtag #VLoveTN. Engaging viewers on Instagram, where Valentino boasts over 13 million followers, could help it advertise the collection to shoppers outside of China, potentially bringing in additional global sales.
Valentino’s new collection allows customers to celebrate their love of fashion for the holiday season. By focusing on the Chinese market, Valentino could reconnect with one of its largest consumer bases and make up for earlier this year when its boutiques were shuttered across the country. Interacting with new and returning customers across social apps could also help the brand stay top of mind with younger consumers who are keen to shop new collections following a brief pause in new fashion products during the Coronavirus pandemic.