Luxury travel retailer T Galleria by DFS has tapped a trio of tastemakers for its new advertising campaign for spring. Ethiopian philanthropist/model Liya Kebede, Chinese model Zhao Lei and Chinese actress Chen Ran appear in a series of videos that feature photos of their personal travels as well as a selection of their favorite travel-friendly products from T Galleria’s lineup. Kebede’s picks include a small Coach bag and Prada sunglasses while Ran opted for Bulgari B.Zero1 jewelry and Estee Lauder Advanced Night Repair serum. T Galleria has dubbed the initiative #mustpack.
“Throughout March, April and May customers can interact with the campaign in-store, online and through DFS’ social media channels, connecting with each influencer, their favorite travel destinations and of course the many #mustpack products available at T Galleria by DFS,” said the retailer, which operates stores in downtown city centers.
T Galleria’s store windows will feature “x-ray” views into suitcases featuring selections of products and store displays will simulate airport security check points.
As part of the campaign, Zhao will host a shopping night at T Galleria’s Canton Road store on March 17 while Chen will host a beauty-themed event at T Galleria Beauty at Causeway Bay on April 14.
T Galleria’s initiative comes at a challenging time for Hong Kong retail as Chinese tourist flows, once a boon to the city’s economy, have slowed. As reported, Hong Kong’s retail sales fell 8.5 percent in December and 7.8 percent in November. Meanwhile, the growth in shopping expenditures by Chinese shoppers worldwide slowed to 16 percent in December, down from 42 percent growth in November, according to data from Global Blue.