DFS said that the move “marks the opening of a new digital marketing frontier for DFS, timed to welcome the Year of the Tiger and to introduce DFS customers from around the world to a new era of virtual reality”.
Reddi and Vila have millions of followers on social media. Together, DFS said, they have “combined metaverse technology with innovative marketing concepts to become trending influencers, partnering with leading brands in luxury retail as well as in other industries.”
To launch the Year of the Tiger, the retailer released a digital film inspired by Chinese tradition and fashion starring Reddi and Vila as chief gifting officers. In the film, the virtual influencers wear the Chinese Qipao dress and enjoy a Lunar New Year dinner, comprising a range of luxury products prepared by DFS.
From January to March 2022, Reddi and Vila will be representing DFS by making traditional Lunar New Year gift recommendations through Weibo, WeChat, Little Red Book and other social media platforms, sharing innovative digital ways to unlock the gifts in store.
DFS is also launching a red envelope cover on WeChat, set against the background of a traditional night market, allowing users to use the two virtual idols to convey blessings and surprise family members, friends, colleagues and business partners. A DFS-themed Lunar New Year wallpaper is also available to be downloaded.
“Innovation is both essential and exciting, and by embracing the Metaverse we have unveiled a multitude of new ways to surprise and delight our customers,” said DFS executive vice president digital ventures and marketing Long Chiu.
“Through this new medium, and by partnering with Reddi and Vila, we are able to create a unique digital platform that offers a fun and convenient way to shop a whole world of luxury products. We look forward to continuing our journey into the virtual-digital era, exploring new trends and evolving our approach to meet our customers’ desires.”