Michael Kors has taken over popular Shanghai bakehouse Basdban, transforming it into a denim-themed bakery to promote the debut of its Denim Collection handbags.
The New York-headquartered brand erected an oversized Tribeca handbag on the exterior wall of the shop, which is offering a limited-edition co-created menu including specialty drinks from April 12 through April 21.
Inspired by a play on the Mandarin words for “bag” and “bread,” the collaboration conveys the concept of “buy a bag, or buy bread.”
Located on Yuyuan Road in one of Shanghai’s hippest neighborhoods, Basdban is renowned for its delectable croissants.
On opening day, Michael Kors Greater China ambassador, actress Bai Lu played the role of temporary store manager. Her presence went viral on Weibo, attracting 14 million views within two hours. Since its launch on April 12, the space has consistently drawn crowds of young people eager to immerse themselves in the denim-themed bakery experience.
Within 4 days of launching, around 1,200 related posts flooded Xiaohongshu, with netizens lauding the design, quality, and creativity of the takeover, striking a chord with young fashion enthusiasts.
Verdict
In the race for young consumers’ attention, crafting a campaign that marries playfulness with the cachet of luxury brands is no small feat.
Michael Kors’ immersive bakery takeover not only caters to the social needs of young people but also effectively communicates the brand’s image, which embodies boldness and a spirit of exploration. In post-pandemic China, “city walk,” which involves exploring urban areas in a relaxed, thoughtful way, has emerged as a lifestyle trend synonymous with urban cool, redefining leisurely urban exploration as a captivating “journey” for young people.
The virulent popularity of this concept among the young underscores the importance of engaging, narrative-driven outreach that aligns with young consumers’ trending lifestyles, ultimately capturing attention, fostering brand affinity, and cultivating enduring brand influence.
Michael Kors’ recent activations in China have injected a breath of fresh air into experiential marketing.
Whether through its 2024 Chinese New Year short film, Carry Your True Self, or this innovative collaboration, Michael Kors is conveying its brand narrative in a refreshing manner, enhancing its resonance with younger demographics.