Luxury British fashion brand Mulberry has launched its ‘Bond Street Experience’ virtual store on Chinese messaging app WeChat.
The digital platform will allow users to virtually enter and browse a selection of Mulberry products at the brand’s London flagship store.
Mulberry first launched its WeChat account earlier this year in July. The virtual store will allow WeChat users in global locations to purchase items directly from the Mulberry.com site or place product enquiries from within China.
The store was created in partnership with Hot Pot Digital, Mulberry’s lead digital agency in China.
Anne-Marie Verdin, brand director at Mulberry, said: “At Mulberry we see significant value in using WeChat to deliver a true luxury experience to our customers in China. We’re delighted to be able to bring the magic of our Bond Street flagship store to our WeChat fan base through this engaging platform.”
Jonathan Smith, managing director of Hot Pot Digital, added: “Shopping a quintessentially British luxury brand in the heart of London’s iconic luxury shopping district is a unique experience that we have now brought into the digital realm.
“Over the coming months we are excited to see the initial offering expand to feature new product selections and additional areas to explore.”