Mulberry and the British Fashion Council (BFC) have appointed Gusto Luxe as their comms consultant in China.
For Mulberry North Asia, the agency will handle the brand's strategic communications in the Greater China market including Hong Kong and Taiwan. It will spearhead the brand's content to commerce activation this fall as well as support influencer strategy and community building.
For BFC, the agency will support the London Fashion Week comms strategy and activity in China.
"Post-Covid China presents opportunities for luxury and premium brands, however, it is complex and competitive. We are seeing key Chinese consumer trends emerging from a digital acceleration, boom in ecommerce and increased appreciation for sustainable businesses," said Vanessa Wu, Gusto Luxe director for Europe.
Gusto Collective recently acquired a majority stake in luxury focused agency Reuter Communications, which has since been rebranded to Gusto Luxe.
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