Tod's is first luxe label to premiere a product with a blogger on WeChat Mini

By

Sandra Halliday

Published
Jun 26, 2018

More and more fashion and beauty brands are signing up to sell their products through WeChat mini programs and the Chinese social media giant said Tuesday that a just-unveiled Tod’s jointly-designed limited-edition bag is the first time a luxury brand has globally premiered a product through a program created by and for a fashion blogger.

Blogger and influencer Tao Liang (better known as Mr Bags) launched the  product with Tod's on June 26 on Baoshop. This WeChat Mini program is a limited-time exclusive pop-up created by the blogger that allows for a “more personal touch and a seamless ‘reading-to-shopping’ experience.”

On the Baoshop mini program, shoppers can learn more about the product, and complete the purchase directly via WeChat Pay.

It’s an important link-up for Tod’s on a number of levels. WeChat is a key communication tool for those all-important Chinese consumers and the mini programs are becoming a fast and easy way to reach those consumers. Meanwhile, Tao Ling is one of China’s biggest names and has over four million WeChat followers. 

WeChat said: “Mini programs are a good conversion platform for a new economic model that is emerging in China, referred to as the fans economy.”