Off-White founder Virgil Abloh is notorious for his unconventional approach to connecting with customers. Through collaborations, he’s made an imprint in home goods, art, sneakers and most recently, sustainable face masks.
Now, Abloh is collaborating with Chinese social giant WeChat, using the widely used platform’s mini program feature to sell the exclusive collection. The co-branded collection marks Off-White’s expansion into China.
The collaboration includes paint-splattered jeans and denim shorts, hoodies, flannel shirts and accessories like hats, belts, and phone and AirPod holders. The collection, which includes men’s and women’s pieces adorned with logos and signature motifs of both brands, is now available exclusively through the app. The retail price range is $453-$1,399.
WeChat mini programs are a part of the WeChat ecosystem, providing advanced features such as content, e-commerce and promotional opportunities. Through this feature, Levi’s offers T-shirt customization, while streetwear marketplace GOAT offers service through the program and more.
The Covid-19 pandemic is demonstrating the need for brands to develop new digital strategies. Plugging into social channels is especially effective in China, as 84 percent of consumers in the country now recommend products to friends on social channels, compared to an average of 42 percent in other countries, according to a recent Wunderman Thompson Commerce report.
The Off-White x WeChat drop follows an industry-wide embrace of the Greater China market. Earlier this month, heritage denim brand Wrangler expanded to China, launching its initial product offering through Alibaba Group’s Tmall e-commerce site.
Similarly, American military outerwear brand Alpha Industries announced a partnership with Hong Kong retail concept I.T that intended to boost the label’s brand marketing, product planning, store retail management and e-commerce strategies, and grow the brand throughout China.