Luxury browsing: Experiential website targets China

Paris – A new website aimed at selling French luxury brands directly to Chinese consumers has created a 3D portal that presents the best of French luxury and lifestyle.

At cColbert – which stands for Comité Colbert, the French association of 70 luxury labels – users browse through a 3D galaxy of visuals and words; clicking on a particular image or word directs them to a brand that matches the selection. Participating brands include Hermès, Chloé and Christian Dior. Created in Chinese and French, the site targets the wealthy Chinese consumer and will be accessible till next spring.

With the growth of the Chinese luxury consumer, luxury brands have been flocking to the region as a haven from the slump experienced in other markets. Our forthcoming market report will unravel the values and strategy involved in targeting this new group of luxury consumers.