Tod’s debuts influencer-designed bag on WeChat
Luxury leather goods retailer Tod’s has designed a new bag in collaboration with one of China’s most popular influencers, Tao Liang, better known as Mr. Bags.
In a world-first, Tod’s launched the bag on Baoshop, a limited-time exclusive pop-up shop on the Chinese social media platform WeChat, on June 26.
Baoshop enables shoppers to learn more about the product and complete the purchase directly via WeChat Pay.
The bag will later become available in selected Tod’s boutiques and elsewhere around the world.
Liang created the WeChat mini program to improve the poor user experience shoppers had when using previous WeChat pop-up shops based on HTML5.
He said the asset-light weight of the program perfectly fits with user expectations, delivering a more reliable, convenient and high-quality shopping channel.
WeChat mini programs like Baoshop have become an important part of the roadmap to connect luxury brands and shoppers in China, where influencers play a key role in driving what is known as the “fan economy”.
Liang and his four million followers, for instance, created the “shopper-tailored” limited-edition handbag that Tod’s is now selling on WeChat.
WeChat has said it will continue to provide more and better digital “toolboxes” for various brands and merchants and enhance a more diversified ecosystem, where influencers and brands can better serve their buyers and fans.