Céline Taps Into China’s WeChat Boom (BoF)


Photo by Celine

Céline 2016 Campaign

The original post is from Business of Fashion.

PARIS, France — Following the appointment of a new chief executive, Severine Merle, in April, Céline officially joined Instagram and said it would be launching its first online store later this year. Now, the luxury-goods brand is venturing further into the digital space by opening an account on WeChat, China’s most influential social media app, which has more than 900 million active users — over half of China’s population.

Céline’s first post on WeChat on November 14, which has garnered 6,660 views and 75 likes so far, was an article introducing the Chinese audience to the ready-to-wear and leather goods brand. The second post, published a day after, promotes an upcoming pop-up in Shenzhen, and has accumulated 2,400 views and 17 likes at the time of publication.