WeChat Services Could Drive Luxury Fashion, Statistics Suggest


Unlike the other Chinese social media platforms Mobile QQ and Weibo, WeChat has always extended itself beyond simple content broadcasting. Its progression includes the release of its Application Programming Interface (API) to the public, aside from launching exciting new functions over the years.

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WeChat has attracted more than the usual clientele. Having an open API has allowed for the effortlessness of linking WeChat to external databases, establishing the app as a reputable service-oriented platform.

Luxury fashion houses in particular with an active digital presence have taken to these services, expanding themselves by developing the app’s features through their official WeChat accounts. Indeed, the current percentage of luxury fashion brands on WeChat that operate a Service Account sit at an impressive 64 percent. The data was collected by Digital Luxury Group on WeChat in their study of 25 luxury labels, including Bottega Veneta, Dolce & Gabbana, Fendi, Givenchy, Gucci, Hermès, Prada, Saint Laurent and Valentino.

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Among pioneering subscribers of WeChat include Gucci, which upgraded its Subscription Account to the Service Account, where its hundreds of thousands of followers could newly access additional services, especially ones that further complemented its basic content broadcasting activities. Of the more advanced features with the upgrade include interactive menus and mobile payments.

The data also illustrated the majority of labels using the store locator function. At 88 percent, the new statistics appear triumphant over previous challenges faced in the past, where Google Maps was rarely available throughout China due to blocks. Local maps such as Baidu or Gaode which offer alternatives to Google maps coincide with the 76 percent of brands using location-based services, to aid users in locating the nearest store.

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