Rejuvenating a legacy brand: capturing China's next-gen market through social media strategic repositioning.
Case Details
Lancel 2023SS "Rodeo" Showreel
Lancel 2022/23AW Collection
Our brand & marketing specialist Patty Tseng's team assisted the century-old French brand Lancel in rebranding for the Chinese market, including developing localized social media copywriting and viral campaign themes across digital platforms, while creating market-aligned SKU selections and go-to-market strategies tailored to regional consumer preferences.
Lancel is a French luxury leather goods company with a history dating back to 1876. However, in recent decade, Lancel have experienced a significant downturn due to branding and marketing strategy. Hence, since 2020, Lancel have started rebranding and market relocating globally, China is one of the most crucial markets for Lancel's new strategy. Patty and her team participated Lancel 2023SS pre-season SKU selection according seasonal theme "Rodeo" localization in China.
Lancel 2023SS "Rodeo" Lookbook with Lili Reinhart
Based on the global brand image and "Rodeo" theme, Patty and her team planned a comprehensive SKU selection according to customer preferences in Chinese market, considering color, material, size, accessories details. On the other hand, Patty and her team coordinated with Lancel Greater China to nail down its brand ambassador Zhang Xiaofei to match the Lancel global brand identity and image, and social media content creation in China synchronously.
