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European luxury shopping district launches the first WeChat Official account

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MonteNapoleone District – the association gathering together more than 150 luxury brands located in the so-called Quadrilatero della Moda in Milan – has launched an Official Account on WeChat, thanks to the partnership signed with Digital Retex, WeChat European Trusted Partner.

MonteNapoleone District’s WeChat official account is the first of this kind in Europe. It aims at establishing a stronger connection with Chinese consumers, considering their strong interest in the digital experience and the luxury goods.

The Quadrilatero della Moda in Milan is one of the highest end areas across Europe: its main target are Chinese tourists, who are increasingly more interested in fashion and luxury with a particular attention to “Made in Italy” goods. The quadrilatero is the area limited by via Monte Napoleone, via Verri, via Sant’Andrea, via Santo Spirito, via Borgospesso and via Bagutta, and it is visited by 25,000 people on a daily basis, 80% of whom are non-Europeans.

The evening was also the opportunity for Digital Retex to present the latest new offerings available for luxury brands interested in reaching out to the Chinese high-spenders. High-end manufacturers are now able to showcase their goods on more entertaining and engaging official accounts for an unforgettable customer experience.

Advertising campaigns are becoming more sophisticated and social media ads are now aim to attract customers with the ultimate goal to convert the interaction into a sale. 

In particular, Iconic, the new platform implemented by Digital Retex for the management of WeChat official accounts, now features a new function, “Storefront”, which introduces the Ecommerce option within the same official account in a very easy and user-friendly way.

In addition to all these new features, Tencent Cloud provide brands with live streaming capabilities for the real time broadcasting across the main Chinese digital platforms of fashion shows and launches product available for sale through WeChat.

Thanks to the support by Digital Retex, MonteNapoleone District aims at securing Chinese customers’ loyalty: the official account will send bespoke campaigns and messages to designated targets, thus enhancing the activities and the events organized by the association, the single brands and the MonteNapoleone VIP Lounge.

Fausto Caprini, CEO of Retex says: “We are delighted to support Montenapoleone District in establishing a closer relationship with the Chinese consumers. They are a reference point in the fashion and luxury industries: their purchases account for the 30% of the global turnover. Being at the forefront of this trend is not a choice but a necessity”.

The objective of the project is consistent with MonteNapoleone District’s mission, which aims to increase the awareness and positioning of the area as the high-end shopping and luxury destination, with the ultimate goal to strengthen its leadership internationally.

Guglielmo Miani, MonteNapoleone District President adds: “Montenapoleone District is committed to delivering initiatives to develop receptive solutions towards the non-European clients and more. In addition to the pioneering WeChat project, we work with Global Blue to organize Sales Cultural Trainings to enhance the whole customer experience of international customers, including the sale process, in accordance to their local behavioral codes. In this regard, we are also thinking to design an event to celebrate the Chinese New Year, with the goal to establish a closer connection between the two cultures.”

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