REPOSITIONING THE BRAND

China is the fastest growing luxury market in the world. For La Perla’s executive team, the market represents the brand’s largest growth opportunity.

However, La Perla had a poorly defined proposition in China. The brand was perceived by consumers as “expensive” instead of “luxury.” A transplanted global approach left many stores unprofitable and eCommerce channels were consistently discounted.

01. The Business Needs

Hot Pot was tasked with leading the brand repositioning and an overhaul of the digital and online-to-offline approach.

La Perla needed to look and act like an inspirational luxury brand and bring China perception in line with its global reputation, while delighting consumers on Chinese social channels.

02. Our Approach

China Strategy and Roadmap

Hot Pot China worked with La Perla’s C-Suite and APAC leadership to deliver

  • Deep China consumer insights for lingerie category
  • Refreshed China core messaging
  • Bespoke digital strategy and social ecosystem build
  • 3 year roadmap for China success across brand, digital and commercial

RELAUNCH CAMPAIGN: A QIXI DREAM – 共赴彩虹之约

Qixi (Chinese Valentine’s Day) represented the ideal opportunity for Hot Pot to deliver a multi-channel campaign focused on elevating the brand, developing inspirational content across core channels, and showcasing an exceptional visual aesthetic for a luxury brand.

  • Localised campaign key visual production – resetting the brand in consumers’ minds
  • Campaign concept brought to life with illustrator collaboration to reflect the artistry and craft of La Perla’s exquisite products
  • Cohesive message and aesthetic across owned channels, KOLs, and paid media
  • Campaign content focused on Weibo, WeChat & Little Red Book
  • Developed visual-first, animated, interactive WeChat articles
  • Illustrator visuals applied to offline and online retail through dedicated localised packaging for the Maison collection

03. The Results

  • Drove 230% like-for-like uplift in online sales vs same period in previous year
  • Drove 300K+ new traffic to La Perla’s Tmall & JD stores
  • La Perla’s WeChat articles had 7x more reads and 20x greater engagement vs baseline figures for the account
  • Generated more than 44M impressions with 20k+ engagement, largely driven by KOL and influencer activity

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