New Zealand Luxury Fashion Brand

A New Zealand Luxury Fashion Brand in China

The Brand & Campaign Context

Like many luxury brand founders, the founder of Monika Paulinyova is also a fashion designer. During her career, she realized the importance of raw material quality for creating high-quality products and improving femininity. In New Zealand, which is famous for its pure nature, seeking out the fine and soft buckskin and ostrich skin, like cashmere, to use as raw materials. The brand was looking to break into the Chinese market, so they contacted GMA and asked us for help. After exploring what it's like out there in that country with our market research department, we developed a digital marketing strategy tailored just right towards them! Indeed to make it in the Chinese luxury bag segment, global brands and foreign designers need to step up their marketing game. China is a unique market with unique demands. For instance, the luxury market in China is witnessing a demand for eco-sustainable products, more unisex products that are localized to the market but do not play into stereotypes.