Jack Russell Emporium names digital partner in Greater China

Jack Russell Emporium, a Chinese e-commerce platform established by UK-based fashion house Jack Russell, has appointed X Social Group as digital media agency of record for 2016 in Hong Kong and China.

Targeting China and Hong Kong, Jack Russell Emporium, is an online department store launched exclusively on Chinese B2C e-commerce platform JD Worldwide (京东全球购), focusing on British menswear brands that are seeking to enter China.

Brands on the platform include Trickers , Grosvenor, Berwin, Tateossian, Peper Harow, Paul Costelloe, Peter Werth, Halcyon Days, Belinda Robertson, Animal and Lambretta, and its own label Jack Russell.

The initial offering is centered on fashion and apparel brands but the company intends to launch health & beauty and home-ware as new categories in the near future.

X Social Group will handle Jack Russell Emporium's digital media businesses including (but not limited to) digital media planning, search engine marketing and optimization, social media and media partnership in Greater China regions.

A series of online promotion for each brand on the Jack Russell Emporium platform will be launched throughout the year.

"Digital promotion for Jack Russell Emporium’s fashion brands will be focusing mainly on social media, video and online search in the first phase," Wilson Wong, associate account director at X Social Group, told Marketing.

"All Jack Russell Emporium's fashion brands have rich brand stories. So our first task is to introduce all these brands to netizen in China and Hong Kong through digital and social media."

Adrian Potts, founder and creative director Jack Russell Emporium, commented: "We intend to establish our Emporium as the top and go-to destination for Chinese consumers to buy British brands.