Tommy Hilfiger has launched its first-ever QiXi Capsule collection on QiXi Festival, also known as “Chinese Valentine’s Day,” which falls annually in August. QiXi Capsule collection is for retail, franchise, and consignment stores across China. The brand collaborated with ‘London Cupid’, a local social media video program for the launch, which sparkled the interests of young consumers by connecting the Qixi capsule with the ‘loving moment’.
“We tested the new couples on their understanding of lifestyle and fashion. If they were highly matching in their fashion tastes and preferences, we would invite them to our stores to try the Qixi capsule, and share their experiences. We established a deep connection between the young consumers and our products,” explained Alina Huang, Manager, Marketing, Brand Management, TH China. “We designed the capsule packaging box in an eco-friendly way. The box is not only convenient to use but also allows our customers to understand and connect with our brand message of environmental protection and sustainability.”
Keeping in line with Tommy Hilfiger’s Waste Nothing and Welcome All sustainability message, the QiXi gift boxes can be reused and transformed into fashionable household folders.
