Lane Crawford Sneaker Talk

New format boosting engagement

Background

Founded in 1850, Lane Crawford is China’s first luxury omni-channel fashion retailer. Featuring the largest designer brands portfolio (i.e. +800 international brands) across Womenswear, Menswear, Cosmetics, Home and Lifestyle, and Fine Jewellery in the region.

To celebrate their cult sneakers brands, Lane Crawford’s Editorial team approached R+I to find creative ways to engage their e-commerce platform’s audience.

Objectives

Sneakers continue to be a key piece in the men’s wardrobe and this season, Lane Crawford wanted to celebrate their cult sneaker brands and introduce some new ones to their customer.

  • Create a content that will engage the male audience to want to discover the sneakers collection carried by Lane Crawford.

Solutions

  • Format
    R+I wrote and produce the branded format [Sneaker Talk] — a 3 mn show pairing two very distinctly different cultural infuencers for a casual conversation about things they are passionate about.
  • Key Opinion Leaders
    R+I identified and paired two of Hong Kong’s biggest sneakerheads, Billy Pang, owner of sneaker boutique chain store Dahood and Brian Siswojo, the man behind one of Hong Kong’s earliest street and skate fashion stores 8five2, to join forces for a candid talk about their sneakers staples!

Client

Lane Crawford

Services

  • Concept
  • Influencer engagement
  • New Format
  • Content Creation
  • Production