Making Science

Milan luxury district opens 'first' WeChat account of its type in Europe

Tyrone Stewart

Balmain MonteNapoleoneMonteNapoleone – located in Milan’s Quadrilatero della moda fashion district and home to Europe’s most expensive street – has become the ‘first’ European luxury district launch a WeChat official account.

Through a partnership penned with Digital Retex, a WeChat European Trusted Partner, the upscale Italian district, boasting more than 150 luxury brands, will look to establish a stronger connection with Chinese consumers. The district has been growing in popularity with Chinese tourists, due to a growing interest in fashion and luxury items made in Italy.

Through the WeChat account, the district will send bespoke campaigns and messages to Chinese visitors, enhancing the activities and events in the area.

“Montenapoleone District is committed to delivering initiatives to develop receptive solutions towards the non-European clients and more,” said Guglielmo Miani, MonteNapoleone District president. “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.”