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China’s Golden Week Case Study Series: Kate Spade

Kate Spade’s Golden Week WeChat campaign revolved around advice and ways to dress up based on different travelling scenarios.

 

They offered styling tips on how to dress up with Kate Spade from head to toe based on different traveling scenarios (such as an art museum or a book shop).The issue with this however, is that the brand failed to note that beautiful pictures are not enough to motivate Chinese consumers to buy items.

 

 

They seek information on available gifts, discount and membership benefits.Furthermore, Golden Week is (as mentioned several times before), a time of opportunity, and in turn as good of a time as any to encourage more sign-ups to Kate Spade’s WeChat membership program.

 

The brand could have offered their consumers exclusive deals for example. However they failed to take the initiative in its campaign, and as such was not able to make the most out of the Golden Week.

 

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