The fashion brand has created an online video celebrating Chinese New Year as part of the strategy, and plans to take advantage of a number of seasonal events throughout the year to bolster its digital branded content.
The online video ‘The Lanterns’ will debut today (30 January) on Chinese social networks, including Weibo where Topshop has 10 million followers, as well as Twitter, Facebook, Pinterest and YouTube.
The film is 58 seconds long, in line with Chinese numerology that dictates five and eight are the most lucky numbers and symbolise wealth and prosperity.
It features iconic London landmarks such as the Houses of Parliament and Big Ben with Chinese lanterns flying overhead to connect with the heritage of the British brand.
Justin Cooke, who joined Topshop as its first CMO last year from Burberry, told Marketing Week: “It’s really important as a global brand that we speak to and understand the things that really matter to our customers. This piece of content celebrates a significant time of year and its also a very personal one where people get together and thank the people they love.
“[Chinese communities] will appreciate the opportunity to give something to their nearest and dearest from our brand but with that personalised touch. The red envelopes and special gift cards will be very successful as it gives customers a choice that doesn’t have to be product. This is about giving our customers what they want, when they want.”
The content is designed to appeal to Topshop’s fans in Asia as well as Chinese tourists and communities based around the world.
As part of the Chinese New Year campaign Topshop has created red gift cards and envelopes to replicate the Chinese tradition to give loved ones ‘Lucky Money’ at the new year to wish them prosperity. The red cards will be available in Topshop’s flagship stores around the world.
Topshop is preparing to open its first China store in Hong Kong this summer.
Topshop is currently available in over 100 countries through its e-commerce channels but is likely to expand its store network with flagship stores in a number of cities globally.
Its international expansion has been accelerated by a deal that saw owner Sir Philip Green sell a 25 per cent stake (£500m) in the company to Leonard Green & Partners, a Los Angeles-based private equity firm that co-owns the J Crew fashion brand.
Chinese New Year falls on 10 February this year.