CHINA. Luxottica Group has partnered with China Duty Free Group (CDFG) in an exclusive prelaunch of two Bvlgari Serpenti sunglasses ahead of their roll-out globally.
The eyewear will be available at CDFG stores until December. Luxottica said the travel retail first is part of the group’s strategy to drive engagement with travellers in Asia Pacific.
The preview is supported by a 360-degree marketing campaign, running throughout the key travel and gifting season, at CDFG’s stores in Haitang Bay Sanya International Duty Free Shopping Complex and Guangzhou Baiyun International Airport.
The campaign is spearheaded by a video created exclusively for the LED screens at the Haitang Bay window displays. It is also supported by a print campaign and in-store pop-up activity at both locations and boosted through CDFG’s Chinese-centric social media platform WeChat.
Luxottica Global Travel Retail Director Enrico Destro said: “We are pleased to collaborate with China Duty Free Group on the exclusive reveal of our Bvlgari Serpenti sunglasses ahead of their worldwide debut.
“Working closely with our partners, we’ve developed an exciting journey of discovery through the exclusive debut of a new product, engaging in-store animations and supporting activities on social media, with a focus on the Chinese shopper and traveller.”
Destro underlined the importance of the Asia Pacific region to Luxottica. “We are committed to understanding the region’s shoppers better and developing new and interesting products, campaigns and experiences that speak directly to these consumers,” he said.
The Bvlgari Serpenti sunglasses are available in Black and Pink. The bold, full-rim metal frames feature the Serpenti scale and are encrusted with 110 crystals.
