A Prada marketing campaign drew rave reviews among Gen Z consumers in Shanghai as young fashion lovers rushed to get a taste of the Italian brand’s design in their damp local market.
At the Wuzhong Wet Market on Wulumuqi Road M on Wednesday (October 6) afternoon, hundreds of shoppers – most of whom were in their 20s and 30s – searched vegetable, meat and flower stalls to purchase packaged goods. in the stalls of the luxury brand. purple and yellow wrapping paper, featuring the slogan “Feels like Prada”.
At least 200 people gathered in the two-story market where about 30 stores operated.
While the Italian brand’s signature handbags and luxury goods were not on sale, consumers nevertheless took the opportunity to have their choy sum and pork wrapped in the branded paper.
Some people in attendance did not even purchase any products – they were happy to take pictures of the event – despite complaints from some booth owners.
“Miss, please don’t hold the eggplants in your hands because others may want to buy them,” shouted a greengrocer to an enthusiastic attendee at the event. “Our products are for sale here. These are not exhibitions.
The campaign, in which Prada provided free wrapping paper and shopping bags to merchants in Wuzhong, aims to build brand awareness. It started on September 27 and ends on October 10.
All items sold to buyers were wrapped in Prada paper at no additional charge. Around 2,000 shopping bags with three different designs are expected to be handed out to customers each day of the event.
Ge Junxian, an official at a wet market chain operator owned by the Xuhui District government, said foot traffic at the Wuzhong outlet has rebounded since the opening of the event, with young consumers including increasing.
“The event is not just about boosting sales,” he said. “This is a cross-market campaign to test consumer interest in crossover products and to promote both the luxury brand and the wet market itself.”[[nid:544410]]
The campaign has gone viral on Chinese social media and is expected to attract thousands of Shanghai buyers during the National Day holiday from Oct. 1-7, according to Ge.
Zuo Xiaoyan, a merchant selling chicken eggs at Wuzhong market, said that although sales increased during the Prada campaign, “many visitors came just to look at the papers and bags.”
The campaign followed simultaneous fashion shows in Milan and Shanghai by Prada to unveil the brand’s spring 2022 womenswear collection on September 24.
“Luxury brands are no longer beyond the reach of wealthy Chinese Gen Z consumers,” said Eric Han, a senior executive at Shanghai-based business consultancy Suolei.
“Indeed, it is important to make full use of marketing resources to give consumers the feeling that luxury products can be part of their daily life. “
This article first appeared in South China Morning Post.