John Smedley, the heritage knitwear label with a 238-year history, is making strides in expanding its presence in China. The brand has recently launched several digital initiatives in the country, including an e-commerce mini program shop on WeChat, the popular Chinese app. Additionally, John Smedley is providing exclusive product news and style tips through its official accounts on WeChat, Little Red Book, and Weibo. This strategic move is aimed at driving the brand forward in the largest market in the world.
Jess McGuire, Deputy Managing Director, expressed excitement about the brand’s expansion into mainland China and its potential to reach a massive audience. With its success in Japan, John Smedley believes that China will be a significant market for the brand moving forward. Despite its international growth, the company remains rooted in its original “mill” buildings in the small village of Lea, highlighting its commitment to the craftsmanship and quality that it is renowned for.
China has emerged as a key target for luxury companies, and John Smedley is keen on capitalizing on this trend. By leveraging the power of popular digital platforms, the brand aims to engage Chinese consumers and raise brand awareness. This digital strategy showcases John Smedley’s commitment to growth, adaptability to changing consumer behaviors, and determination to solidify its position as a leader in the luxury knitwear industry.
Useful links:
– John Smedley Official Website
– Weibo
