British luxury leather brand Mulberry is beefing up its digital efforts for the Chinese market.

Mulberry has launched an account on WeChat, a mobile text and voice messaging communication service developed by Tencent. The account allows users to explore Mulberry’s collection of leather goods and new products and provides content unavailable on other channels.

The WeChat account was created through the help of Hot Pot Digital, a digital agency which delivers social media services to British brands growing in the Chinese market.

Jonathan Smith, MD of Hot Pot Digital, said: “Launching WeChat was a natural progression for Mulberry. The aesthetic of this iconic British luxury brand lends itself perfectly to a rich experience on WeChat through stunning images, video and audio. We have exciting plans in place for the evolution of Mulberry’s WeChat account, which will become ever more immersive in the coming months.”

“WeChat’s advanced functionality and prominence in the daily lives of consumers means this will be a central tool to communicate with our audience in China and continue to amplify our brand storytelling,” adds Anne-Marie Verdin, brand director, Mulberry.