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DAKS: Royal Luxury Meets Modern Influencer Marketing

Discover how DAKS leveraged InfluenConnect’s AI tools to achieve a 70% reduction in influencer search time and 100K+ views during Chinese Golden Week, boosting foot traffic to its London flagship store.

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Client Overview


DAKS, a British luxury fashion house established in 1894 and holder of three royal warrants, sought to rejuvenate its brand image among young Chinese consumers. With Chinese Golden Week, a peak shopping period for overseas tourism, approaching, DAKS aimed to attract affluent Chinese tourists and students to its flagship store in London. The campaign focused on blending the brand’s heritage of classic British elegance with modern influencer-driven storytelling to resonate with a digitally savvy audience.


The Challenge


DAKS faced three key hurdles:


  1. Cultural Relevance: Bridging the gap between traditional British luxury and the preferences of young Chinese consumers, who value both heritage and contemporary trends.


  2. Influencer Alignment: Identifying UK-based influencers with a strong following among Chinese expats and tourists, particularly those who appreciate high-fashion aesthetics.


  3. Time Sensitivity: Executing the campaign within the tight Golden Week window (early October) to capitalise on heightened shopping activity.


Strategy & Execution


InfluenConnect crafted a culturally nuanced strategy to position DAKS as a must-visit destination for Chinese luxury shoppers.


  • AI-Driven Influencer Discovery - Using filters such as location (UK), ethnicity (Chinese), and fashion tags, InfluenConnect’s platform identified influencers who blended UK cultural influence with an appreciation for traditional craftsmanship. The AI analyzed past content performance, prioritizing creators with high engagement rates and audiences interested in luxury travel and timeless fashion.


  • Data-Driven Content Vetting - Each influencer’s portfolio was evaluated for alignment with DAKS’ classic aesthetic. Emphasis was placed on creators who could authentically showcase the brand’s iconic trench coats and tailored accessories in lifestyle settings, such as London landmarks or high-end events.


  • Streamlined Collaboration & Logistics - InfluenConnect’s transparent pricing system enabled DAKS to finalize budgets swiftly. The one-click collaboration feature accelerated partnership confirmations, while the platform’s centralized tools streamlined content scheduling and store visit coordination. Influencers received exclusive access to the flagship store, creating content that highlighted DAKS’ royal legacy and in-store exclusives.


Results


  • 70% Reduction in Influencer Search Time: AI tools cut weeks of manual vetting into days, ensuring timely campaign launch.


  • 100K+ Views: Collaborations with 15 influencers generated buzz across Xiaohongshu and Instagram, with posts featuring store tours and product showcases.


  • Surge in Foot Traffic: DAKS reported a 45% increase in Chinese visitors during Golden Week, attributing the spike to influencer-driven store promotions.

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