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MILAN — Bottega Veneta is today unveiling a Chinese language Web site that will feature information about its collections as well as designs exclusively aimed at China.
As of yet, the Chinese site is not a virtual store. The brand counts e-commerce sites in the U.S., the U.K. and Japan.
This story first appeared in the December 15, 2011 issue of WWD. Subscribe Today.
“The launch of bottegaveneta.cn is the realization of an important goal, in that we are now able to engage with the Chinese consumer in a new and direct way, sharing our story and our products in an environment that reflects Bottega Veneta’s brand values,” said president and chief executive officer Marco Bizzarri. “Our intention in developing the site was not just to offer information about the brand in Chinese but to build a complete environment that welcomes and engages the luxury customer in China.”
The company, controlled by parent group PPR, does not disclose sales per region. But Bottega Veneta opened 11 stores in China in 2011. Creative director Tomas Maier said the site “reflects our commitment to and respect for our Chinese customers, and furthers our goal of showcasing the brand to any and all who wish to learn more about Bottega Veneta. We have a wonderful relationship with our customers in China, and this new Web site allows us to further engage with them in an online environment that is a true reflection of the brand.”
Exclusive online content includes a series of videos about the making of Bottega Veneta products, titled “Hand of the Artisan,” and “The Art of Collaboration” videos, chronicling Maier’s work with prestigious art photographers on the brand’s seasonal advertising campaigns.
Viewers will be able to share images and video to Sina Mini Blog or via e-mail.
A store locator function helps visitors find the nearest brick-and-mortar boutique, also offering the option to e-mail the store directly.