As 2021 draws to a close, lifestyle retailer MINISO is proud to declare a year of success in Italy. Since entering the Italian market in April, MINISO has opened 10 stores across the country including the latest flagship store at the Vulcano Buono Centre in October. To top it off, 4 additional outlets are currently in the pipeline for 2021, as well as stores in the fashion capital Milan next year.
MINISO credits its strong localization strategy for its Italian success. To date, the brand has collaborated with over 20 local influencers in marketing efforts such as store visits, shopping experience testimonials, and products reviews. In Rome, for instance, a retro minibus, reminiscent of the 1970s, was used to promote the brand through a tour of key attractions in the city with local influencers onboard giving away gifts and taking photos with customers. Creative and fun ideas such as these have helped MINISO connect with younger consumers locally, resulting in a 3-fold turnover in sales across MINISO’s Italian retail outlets.
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