GENUINE X VAGABOND

CROSS-BORDER STYLE: VAGABOND'S E-COMMERCE ENTRY INTO CHINA

Services Scope:

E-commerce Operations

Market Research

Social Marketing

Management Summary

Vagabond entered the Chinese e-commerce market with GENUINE as its strategic partner, launching a flagship store and executing a high-performance go-to-market strategy. Product positioning, campaign planning, and KOL activations were based on real-time insights. The brand reached No. 1 in the women’s loafer category on Tmall within one month and sold 1,000+ pairs in the first 4 hours of Double 11.

1,000+

PAIRS SOLD IN 4 HOURS

90K+

TOTAL VIEWERSHIP FROM PAID PARTNERSHIPS

# 1

IN WOMENS'S LOAFER CATEGORY ON TMALL

Challenges

New to the China market with low brand awareness
Need for fast traction and competitive differentiation
Lack of localized engagement strategy
Unfamiliarity with Tmall campaign structure

Genuine solutions

Launch of Tmall flagship store supported by hero product positioning
Market trend analysis and targeted product campaigns
Strategic influencer partnerships and livestream activations
Full calendar integration and campaign execution support

What our clients say

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CHALLENGES AND SOLUTIONS

Vagabond entered China without existing local visibility and faced a fast-moving, trend-driven fashion category. GENUINE addressed this by mapping the local competitive landscape, launching a flagship store and aligning campaign strategies with key sales moments. Working with top-tier and mid-level influencers ensured immediate reach and conversion impact—culminating in record-breaking Double 11 performance.

MARKET ENTRY & FAST-TRACK PERFORMANCE IN FASHION E-COMMERCE

GENUINE managed Vagabond’s entry into China through a complete e-commerce strategy—from assortment planning and sales channel setup to social media activation and CRM implementation.

HOW WE MADE IT

We aligned Vagabond’s minimalist, Scandinavian identity with the aesthetic and values of Chinese fashion buyers. Our mix of data-driven merchandising, creative localization, and influencer partnerships helped generate immediate traction and a scalable growth model.

Step 1

Market Analysis & Strategic Product Focus

We analyzed fashion trends and purchasing behavior to identify growth categories—loafers became the initial breakout hero product.

Step 2

Influencer Campaigns & KOL Integration

Partnered with fashion-forward KOLs to drive awareness and Double 11 demand, contributing to over 90K views and 4K+ engagements.

Step 3

Tmall Event Planning & Store Operations

Mapped full-year campaign opportunities and executed across Tmall’s promotional calendar to ensure consistent growth and visibility.

Step 4

CRM & Retention Strategy

Established a layered membership and retention strategy to build emotional brand connection and boost repurchase intent.

TAKEAWAYS

GENUINE’s partnership with Vagabond shows how focused market entry, precise category positioning, and influencer strategy can turn a new brand into a category leader. Within one month, Vagabond ranked #1 in women’s loafers on Tmall, and hit 4x sales targets during Double 11. By integrating CRM, paid media, and localized messaging, we laid the foundation for long-term growth in China.

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