Kenzo recently unveiled the second installment of its Shopping League campaign, which highlights its innovative e-commerce strategy. The brand’s goal is to offer a unique online shopping experience through its new platform.
On April 24th, from 10am to 10pm, fashion enthusiasts and inquisitive shoppers eagerly logged onto the mobile-only platform, Shopping League. The concept behind the campaign was to participate in a game to gain exclusive access to pieces from the Kenzo Spring 2019 collection. Developed by Artefact, a digital transformation agency, the game showcased a simple principle of limited players, with their actions visible in real-time. Once a player exited the game, they were not able to return. If two players clicked on the same item simultaneously, they would engage in a virtual duel in real-time. Once granted access to the e-shop, users had a limited time to place their orders.
The success of the campaign was apparent when it received the Grand Prix Stratégies du Digital 2019 award in the Mobile/Applications category. In its first edition last October, the campaign attracted 20,000 visitors. The initial launch followed a product drop strategy employed by luxury brands on WeChat, such as Burberry’s monthly B-Series. Only 100 copies of the limited edition sneakers, Sonic, were made available. The first part of the Shopping League prominently featured imagery of the brand’s symbolic animal, the tiger. In the second part, the campaign focused on a closely related “Neon” theme, reflecting the aesthetics of the new collection.
In addition to its enjoyable and community-driven nature, the Shopping League campaign also aimed to combat the use of automated software, or “bots.” These tools are commonly used in the sneaker market to automate online purchases of rare or highly sought-after items, which are then resold at a higher price.
Although Kenzo has not officially announced the continuation of the Shopping League campaign, it is highly likely that the success of the first two installments will inspire a new game for the launch of the next collection. Keep an eye out for more exciting updates from Kenzo.
Useful links:
1. [Kenzo Shopping League campaign](https://www.kenzo.com/eu/en/discover/kenzo-league)
2. [Artefact](https://www.artefact.com/)
