Tod's ties deal with Mr. Bags

FASHION brand Tod's is launching its latest bag through WeChat.

The luxury label has teamed up with fashion blogger and influencer Tao Liang, known as Mr. Bags, to launch a collaboratively designed handbag on a mini programme created for the popular Chinese social media platform.

Dubbed Baoshop, the programme was created by Liang, and acts as a temporary online pop-up store offering users the chance to learn about – and purchase – the new bag.

The limited-edition accessory, a black puppy-inspired micro bag featuring pink and cream detailing ( below), went on sale on June 26.

The move marks the first time a luxury brand has launched a global premiere via a WeChat mini programme created by a fashion blogger.

Chinese star Liang, who counts over four million followers on his social media channels, integrated WeChat Pay and his official accounts to create the mini programme.

Tod's is the latest of several high-end fashion brands to adopt a tech-forward retail strategy to better connect with its customers.

US designer Tommy Hilfiger has championed the use of social media platforms, chatbots and shoppable livestream channels in encouraging fashion fans to purchase pieces from his “see now, buy now” catwalk collections, while Alexander Wang's collaboration launches with Adidas Originals have included allowing shoppers to order the clothes via text. – AFP Relaxnews