Establishing a luxury brand in the Hong Kong market

Tsuchiya kaban
Challenges

Increase brand awareness in Hong Kong

Tsuchiya Kaban is a Japanese handcrafted leather brand that started in the elementary schoolbag business in 1965. Over the past 50 years, Tsuchiya Kaban has been striving to offer quality, durable, and comfortable leather bags to both children and adults. While the brand has kept a low profile approach in the Japanese market, they’ve opened their first store overseas, in Hong Kong in K11 Art Mall, in December 2019. The new location announced the launch of a limited-edition leather backpack. The key challenge was to build credibility and awareness of a premium fashion brand in Hong Kong.

Approach

Storytelling Developed strong narratives of the brand’s heritage and high-quality products to strengthen brand identity in the local market. Promotions were carried out by adopting the brand DNA and style.

Thought Leadership Arranged high-profile media interview opportunities with the General Manager of Tsuchiya Kaban, Maruyama Tetsuo, to introduce the brand values and approach to uphold the spirit of craftsmanship.

Seeding Identified top tier media and cross-sector influencers for Tsuchiya Kaban to gift products, creating positive brand impression.

Engage Reached out to select fashion and lifestyle media with tailor-made content to fit their individual needs whether it be industry insights, leather knowledge or Japanese fashion culture.

Outcomes
87%
of coverage mentioned brand name
24
stories across print, online, broadcast and social platforms
+7.6 million
through local media and influencers
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