Herm├Ęs Launches Pop-Up Store On WeChat

The luxury fashion brand Herm├Ęs has launched a limited-period pop-up store on the Chinese social media app WeChat. The store, which will only be up for 2 weeks, marks the first time Herm├Ęs has ever launched a campaign on WeChat. A post published by Herm├Ęs on the platform features a video of its new luxury watch, which is an Apple Watch with a Herm├Ęs pattern on the wrist strap. When users click on the ÔÇťread moreÔÇŁ button, they are taken to a page on Herm├Ęs' website where they can sign up and buy the watch using WeChat Pay. The limited time period makes this campaign an example of hunger marketing, a technique often used by luxury brands to create a sense of luxury by only selling an item for a limited amount of time or a limited quantity being produced.┬á