Philosophy Turns to Influencers for China Launch

Philosophy can thank Chinese influencer, actress and singer Michelle Chen for a launch in China that yielded a 10-fold increase in sales.
The Coty Inc.-owned brand entered the Chinese market for the first time — via a pre-launch on Tmall in mid-July followed by an official rollout in early August — and according to Marie Pierre, vice president of global, Philosophy, sales skyrocketed to three times original projections.
She declined to give figures, but maintained that the company saw the above sales spike immediately following the announcement that the brand contracted Chen, who has 14 million followers on WeChat. No doubt because of Chen’s involvement, Pierre said the company became a “preferred customer of Tmall” within days of rolling out a virtual storefront with 30 stockkeeping units — what she described as a “deep and narrow” approach to initially selling hero products and “star franchises.” A week later, in mid-August, Chen hosted a live-stream for Philosophy on the commerce platform that was cross-promoted on the brand’s social channels shortly thereafter. To date, the video has garnered 10 million views.
“The biggest successes we have with influencers are with ones who are generally attached to the brand. Yes we might be supporting them financially,

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