Retail in Asia


John Smedley pursues Chinese growth through digital initiatives

Heritage knitwear company John Smedley is now conducting a number of digital initiatives for consumers on the Chinese mainland to move the brand into the market.

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It made a significant breakthrough this month by launching an e-commerce mini-program shop on WeChat, the most popular app in China. Through its official profiles on WeChat, Little Red Book, and Weibo, it has also released exclusive product announcements and fashion advice.

“We are hugely excited to be launching the John Smedley brand in mainland China on key digital channels, to reach such a huge potential audience,” said deputy MD Jess Mcguire. “Based on the success we have seen in Japan, we believe China will be a key market for John Smedley going forward.”

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The label, which has two royal warrants, started concentrating on global expansion in the 1960s. China’s potential as a market for luxury goods seemed unlikely at that time. However, China is now a strategic goal for any luxury company right now, and it will be the company’s main focus in 2022.