Mulberry appoints media agency to aid China push
Managed through the agency's Shanghai office, the teams will be focused on reaching social-savvy luxury consumers in China with communication and e-commerce strategies aimed at the channels that are most relevant to their lives.
ForwardPMX will also be tasked with generating high quality traffic and driving conversions through Mulberry's expansive digital properties.
Charlotte O'Sullivan, global marketing director of Mulberry, said: "ForwardPMX's in-depth knowledge of the luxury sector and the continually advancing digital landscape in China makes them the right partner to help us develop the brand further in the region successfully. Chinese consumers are a key focus of our international growth strategy, and we want to ensure the brand resonates strongly with local preferences and consumer needs."
UK counterpart Burberry has used multimedia tools to its advantage in China and has credited recent rising sales in the region to the strategy.
