When you’re looking for ways to make your new company a hit, there’s plenty of marketing schemes you could choose.
But no one could have predicted the five-fold increase in sales for one Chinese online fashion store. Their secret weapon?
The owner’s 72-year-old grandfather dresses up in her women’s clothes and poses in catwalk worthy style. And it seems the buyer can’t get enough.
Liu Xianping from Hengyang, Hunan, began modelling the clothes while helping his granddaughter unpack products for her new online fashion site.
His granddaughter, Ms. Lu, said: “He picked up one piece and tried to give some advice on how to mix and match. We thought it was fun so we started shooting.”
Ms. Lu, began the web-store Yuekou with four other college graduates in May this year and has said that since she posted the photos, the site has seen a five-fold increase in sales.
In an interview with ChinaNewsweek, Liu said: “Why is it unacceptable for someone like me to wear women’s clothes? Modelling for the store is helping my granddaughter and I have nothing to lose.
“We were very happy on the day of the shooting. I’m very old and all that I care about is to be happy.”
According to Ms. Lu, many of the outfits her grandfather is pictured in were matches of his own creation, showing a keen eye for teen style.
And it’s not just his fashion sense that teen girls are jealous of – several customers have expressed envy at how skinny the senior’s legs appear in the photos.
Satsuki, a Tmall shopping site user, said: “He has such a good figure, especially those legs!”