Glamour Sales, a young online flash sales retailer of luxury fashion, lifestyle and beauty products in China, made sensation with its grand fashion show featuring few irresistible and atypical models: a group of glamorized pugs.
The company, in collaboration with Fred & Farid Shanghai, decided to reinforce and strengthen its image with the help of a special glamorous spokesperson, or more correctly a “spokesdog.”
To introduce its new ambassador, that has been affectionately named “Glam Dog’’ or Little Glam, Glamour Sales hosted a contest challenging people to glam up their pets. The dogs were dressed up in haute couture made for them by well-known local designers. The prettiest dogs were invited to a runway show just for dogs that took place on Bund, the famous waterfront area in Shanghai. Fashion press and fashion personalities were invited at the show.
In China, fashion e-commerce brands race to find the sexiest celebrities to be the face of their brand and as a result many of the make-up and clothing ads of various brands look remarkably similar. But the Glam Dog proved to be more attractive than any star or famous top model. The video of the fashion show went viral and the Glam Dog became the brand’s community manager on WeChat, Weibo, and other digital platforms for Glamour Sales.
The results of this unique marketing action were great. The traffic on the Glamour Sales’ website boosted from 4 million to 6 million and sales increased by 47% during the period.
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