January 24, 2012
Italian linens brand Frette focused on engaging Chinese consumers through a dedicated collection and multichannel marketing effort that celebrated the Chinese New Year.
The brand has created a special collection inspired by the Year of the Dragon -2012- that it is pushing through in-store and digital platforms. Indeed, many luxury brands acknowledged the holiday on social media platforms.
“Frette is a global company and we enjoy global themes,” said Laurence Franklin, CEO of Frette, Milan. “The Chinese New Year is a vital part of Chinese culture and is a great inspiration for any design company.
“With this initiative, we are focusing on all our customers who appreciate the taste and elegance that Frette embodies,” he said. “Moreover, of course, Chinese are now traveling and making then feel welcome in our stores is also part of being a good global brand.”
Laying its case
Frette’s new Aquerello collection features a large peony and cloud print in a combination of grey, purple and beige.
The design is meant to recall the affinity for Japanese and Chinese style and tradition that was seen among trendsetters of the late nineteenth and early twentieth centuries, according to Frette.
The Aquerello collection comprises cotton satin bedsets, duvets and quilts. A line of Frette to Wear has also been created using the design.
Frette released the new collection yesterday to acknowledge the Chinese New Year and is marketing the collection in the same celebratory light.
The Aquerello prints are currently being featured in Frette’s window displays worldwide which were designed to celebrate the holiday and the upcoming Year of the Dragon, per Frette.
In addition to the Aquerello products, the window displays contain framed photos of Chinese cultural symbols.
Frette’s windows were also marked with a specially-created Chinese New Year decal yesterday.
Frette is increasing the reach of its Chinese New Year efforts through email marketing.
The brand sent out an email blast to its entire database yesterday to celebrate the holiday. The subject line read, “Frette celebrates the Year of the Dragon.”
Inside the email, consumers were met with a bold red border, two large red dragon drawings and the words, “Happy Chinese New Year. Celebrate the New Year in Luxury.”
Frette is also highlighting the new collection on its Web site homepage at http://www.frette.com.
Dragging consumers along
Quite a few luxury brands have been using social media to celebrate the New Year and engage the much-desired Chinese consumer.
For example, Möet & Chandon wished consumers a Happy Chinese New Year and told fans that the Chinese consume about 1 million bottles of Champagne each year.
Additionally, Jimmy Choo created a holiday-themed image featuring a bright red background and a phrase in Mandarin.
Stella McCartney also created a specially-themed image to wish its Chinese fans a Happy New Year.
Luxury brands such as Tag Heuer, Diane von Furstenberg, and Mandarin Oriental also turned to Facebook to celebrate the holiday.
For many brands, the celebration is likely a first and largely caused by the increasing influence of the emerging Chinese market.
However, for Frette, this effort is not only targeted at Chinese consumers.
“This is the first time we have created a print pattern within our Essential collection in celebration of the Chinese New Year,” Mr. Franklin said.
“With 150 of years of heritage, Frette takes its inspiration from its own archives and its own unique approach to detailing and construction,” he said. “It then marries that with inspiration from the worlds of art, architecture and film to create contemporary classics.”
Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York
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