A new marketing push is underway to persuade Chinese shoppers to purchase in-store rather than online

A new marketing push is underway to persuade Chinese shoppers to purchase in-store rather than online

What is thought to be the first and largest campaign to encourage shoppers away from online fashion stores to traditional 'bricks and mortar' retailers has been launched in China.

The move follows the rapid growth of online shopping in the country, particularly in fashion apparel, which has left local fashion retailers struggling. And in response, China's largest bank card issuer - China UnionPay - is embarking on an extensive marketing campaign to encourage sales of domestic and international brands through traditional retail stores.

The O2O (Online to Offline) marketing campaign aims to promote participating fashion brands to over 100m Chinese fashion consumers each month using a combination of social media, direct digital promotion, online PR and print advertising.

To be eligible, brands need to have an existing retail presence in China and are required to provide a selection of promotional offers that will be presented to China UnionPay cardholders.

Two of the most successful menswear brands in China - Youngor and Red Collar - have already committed and are running a series of offers around Australian Merino Wool clothing. This campaign is being conducted in partnership with The Woolmark Company and will launch on 1 December.

Data Driven Marketing Asia (DDMA) is responsible for coordinating the entry of brands, and says registration for the first campaign will close on 17 October. Interested brands can click here to register their interest.