Luxury e-tailer Mytheresa will be launching a game dedicated to the particular Chinese market ahead of the country’s New Year celebrations the following month.

The game, called ‘Mytheresa Design Flight’, allows players in order to virtually travel and group a dream suitcase in the comfort of their own home. It is about ahead of Chinese New Yr, celebrated on 12 Feb, which this year will be marred by tight travel limitations.

Available on Chinese messaging application WeChat from 29 The month of january, the game sees players to destinations like Paris, Ancient rome, Zermatt and the Maldives practically dress their custom virtual representations of personnel using a curated edit associated with garments from luxury manufacturers.

On arrival, players click shots of their avatars putting on custom outfits in their selected destination, which can then become shared and added to their own WeChat moments.

Once the sport is completed, users receive a low cost code which they can use to buy real-life garments.

All items featured in the game are shoppable on Mytheresa and straight linked to the website.

Gaming has become an increasingly popular means for luxurious brands to engage with their more youthful audience. Brands like Gucci and Burberry have released smartphone games in recent years provided to their young, tech-savvy Chinese language consumers.

This news arrives a week after Mytheresa elevated 406. 8 million bucks during its US marketplace debut, with the company’s fifteen. 6 million American depositary shares (ADS) opening in 35. 85 dollars each, well above the BÖRSEGANG (ÖSTERR.) price of 26 dollars the share.

The German luxurious retailer reported a nineteen percent increase in net income from its online platform plus physical stores in Munich to 450 million pounds last year, up from 377 million euros in 2019. Its online business grew simply by 20 percent in 2020.

Photograph credit: Mytheresa

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