Hermès Launches Pop-Up Store On WeChat

The luxury fashion brand Hermès 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 Hermès has ever launched a campaign on WeChat. A post published by Hermès on the platform features a video of its new luxury watch, which is an Apple Watch with a Hermès pattern on the wrist strap. When users click on the “read more” button, they are taken to a page on Hermès' 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.