Mulberry and the British Fashion Council have both appointed Gusto Luxe, the digital marketing consultancy focused on Luxury in Asia, as communications partner. The agency is tasked with handling the brand’s strategic communications in the Greater China market including Hong Kong and Taiwan.
Gusto Luxe will also spearhead the brand’s content to commerce activation this fall supported with influencer strategy and community building.
“Post-Covid China presents opportunities for luxury and premium brands, however, it is complex and competitive,” said said Vanessa Wu, Director, Europe. “We are seeing key Chinese consumer trends emerging from a digital acceleration, boom in e-commerce, and increased appreciation for sustainable businesses.”
Gusto Luxe was appointed by the British Fashion Council (BFC) to support its London Fashion Week communication strategy and activity in China.
“We are delighted to work with Gusto Luxe in China,” said Caroline Rush, Chief Executive, British Fashion Council. “The breadth of their network and their ability to communicate with a range of different stakeholders in the industry is invaluable. Their offering has been strengthened by their London presence and their capability to react swiftly to ongoing market changes.”
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