THREE FOR THE ROAD: Over the last eight months, the Bomoda Web site has added three newsletters to try to better inform its Chinese readership. Every Monday a global shishang edition is offered and Europe and U.S. ones are now available on Tuesdays and Thursdays, respectively. Each newsletter provides insight about what to buy and where to shop while traveling abroad. There are also fashion tips, information about store openings and shopping guides among other things.
There are 45,000 Bomoda subscribers now receiving each of the newsletters and that figure is expected to climb to 100,000 in April, said chief executive officer Brian Buchwald. In recent years, many Chinese people have opted to buy luxury products overseas, especially in Europe, to the point that over 60 percent of the luxury consumption of Chinese consumers is in overseas markets, according to Bain & Co.’s 2012 China Luxury Market Research Report.
This story first appeared in the December 17, 2012 issue of WWD. Subscribe Today.
Bomoda’s members currently do not pay a subscription fee. The company earns money by selling online advertising though Buchwald declined to name any advertisers.