AW26/27 & CNY 2027
Communication Strategy & Retail Calendar — China Market
Communication strategy & retail calendar — China market. Consumer behaviour, strategic direction, key content pillars and primary KPIs, mapped across the season.
As the market rapidly evolves, digital elevation has become essential. Our new content pillars strengthen company and brand relevance, deepen desire, and convert attention into sales and long-term client value.
Be top-of-mind before the need arises
Build trust through quality, culture & consistency
Convert interest into purchase during key moments
A balanced mix to build mental availability and drive conversion — long-term brand building & short-term performance in one calendar.
Drive immediate action, revenue and higher conversion.
Build mental availability & long-term desire.
Humanize the brand — top of mind at the purchase decision.
Educate on material, quality & value; look-creation as a service.
Resources, content output and commercial activation increase during China’s key purchasing seasons, concentrating our efforts where demand and conversion potential are highest.
New key pillars are deployed throughout each phase of the sales season, directly connecting the brand narrative, product focus and retail environment to the commercial priorities of each specific moment.
Strategy and communication calendar for the Autumn/Winter 2026/2027 season “The Ascent” — read left to right, from launch to season close.
Adapted to regional climates. Introduce THE ASCENT through brand storytelling, product education and lightweight layering, building desirability ahead of Mid-Autumn Festival and Golden Week.
Golden Week increases brand visibility as AW demand strengthens. Prove product value through fit, fabric and craftsmanship, with personalised styling ahead of Double 11.
Double 11 and Double 12 concentrate the season’s strongest purchase intent, turned into sales through coordinated campaigns, live commerce and time-sensitive offers.
Capture strong gifting intent through thoughtful products and creative gifting experiences that express care, family reunion and personal renewal.
Convert CNY gift recipients into active clients through personalised follow-up, extending AW relevance while building momentum for SS27.
Asset roadmap for the launch and Golden Week ramp-up — building narrative first, then educating on product before Double 11.
Cinematic, high-concept brand film on the narrative of "The Ascent," atmospheric voiceover, no explicit product focus.
Slow-paced, hypnotic teasers: sweeping mountain landscapes intercut with mysterious close-ups of key pieces.
In-store selection featuring cross-selling through mix-and-match looks.
Highlighting product details, quality & craftsmanship.
Two detailed multi-slide carousels; each isolates a hero product with minimalist text on material qualities and craftsmanship.
Raw, dynamic vertical video, a behind-the-scenes introduction to FW26/27.
New format with a digital, fresh aesthetic — practical mix & match education.
The commercial engine of the season — scarcity, conversion, and a modern gifting story around family reunion.
Limited pieces prompt top-tier clients to book exclusive in-store appointments; urgency through scarcity, not sales messaging.
Short, informative, entertaining interview bringing the quality of the process closer to the client.
Fast-paced video showcasing the journey of accessories from artisan craftsmanship to finished product.
Premium set distributed to top clients to share with family — organic luxury visibility during holiday interactions.
Cinematic short on "returning home" and family reunion, elegantly featuring the collection in the background.
Chinese New Year videos with a red-toned visual identity — cultural resonance, contemporary execution.
March closes the season and opens the door to SS27 — rewarding loyal clients while the next chapter of the brand story begins.
Personal, editorial closing chapter of the season.
Maintenance-mode grid — retention over reach.
