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THE ASCENT — Albert Nobilis AW26/27
Communication Strategy & Retail Calendar — China Market

THE
ASCENT

AW26/27 & CNY 2027 — a phased editorial campaign built to move Albert Nobilis clients from first inspiration to lasting loyalty across China's key luxury moments.

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AW26/27 · Season Roadmap

Five phases, one ascent

Consumer behaviour, strategic direction and KPIs mapped against China's luxury-purchasing calendar — from late-summer inspiration through Chinese New Year to season close.

Initial Phase01
Aug — Sep · Launch

Initial Phase

Launch "The Ascent." Editorial campaign in phases, building brand world and emotional connection.

Focus & KPIs
Seeking new inspirationOpen to storytellingReach & video completionNew followers
Ramp-up Phase02
October · Ramp-up

Ramp-up Phase

Educate on products, materials & craftsmanship — first ramp-up for peak.

Focus & KPIs
Golden Week surgeBuilding wishlistsEngagement rateAssisted conversion
Peak Phase03
Nov — Dec · Peak

Peak Phase

Live-commerce activation, limited-drop exclusivity, conversion maximisation.

Focus & KPIs
Double 11 & 12High-intent shoppingAOVGMVROAS
CNY Transition Phase04
Jan — Feb · CNY

CNY Transition

Thoughtful, modern gifting — celebrating reunion, care and self-reward.

Focus & KPIs
Premium & self-giftingDelivery urgencyGifting GMVNew followers
Maintenance Phase05
March · Maintenance

Maintenance

Maintain relevance, reward loyalty, transition to SS27.

Focus & KPIs
Value & loyalty focusRepeat purchase rateCRM conversion
The Ascent — AW26/27
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Albert Nobilis craftsmanship — Altair Atelier
Altair Atelier — craftsmanship in progress
Content Ecosystem

Building lasting desirability

Four content blocks move clients from mental availability to brand authority to commercial conversion — and now, on to long-term loyalty and advocacy.

Brand Equity & Aspirational Narrative

Build mental availability & long-term desire.

Narrative-Driven Content

Humanization & Creativity

Humanize the brand & build trust.

#StoryPick#OnHorseback#Handpicked

Product Expertise & Craftsmanship

Educate on quality, materials & value — strategic cases, not photo only.

#ALTAIR Atelier#HorseRace MasterSales

Performance Marketing & Conversion

Drive immediate action & revenue — tactical strategy.

Urgency & Scarcity Assets

Mental Availability

Be top-of-mind before the need arises

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Brand Authority

Build trust through quality, culture & consistency

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Commercial Conversion

Convert interest into purchase during key moments

LONG-TERM LOYALTY & ADVOCACY — repeat purchase, referrals & community growth
Sales Growth

Higher revenue

Brand Equity

Stronger positioning

Customer Loyalty

Retention

Lifetime Value

Stronger profitability

The Ascent — AW26/27
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Albert Nobilis AW26/27 — Initial Phase visual
The Ascent — Initial Phase key visual
Seasonal Content Architecture

A balanced content mix

This mix ensures a strong balance between long-term brand building and short-term performance across every phase of the season.

35%
Performance Marketing & Tactical Conversion

Drive immediate action, revenue and higher conversion.

25%
Brand Equity & Aspirational Narrative

Build mental availability & long-term desire.

25%
Humanization & Creativity

Humanize the brand, top of mind at the purchase decision.

15%
Product Expertise, Materials & Craftsmanship

Educate on material, quality & value; look-creation as a service.

"This mix ensures a strong balance between long-term brand building and short-term performance."

The Ascent — AW26/27
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Communication Strategy Calendar

Intensity aligned with demand

Communication is aligned with the Chinese luxury-purchasing calendar, balancing lasting brand desirability with key commercial opportunities.

Retail Opportunity (Market) Content Intensity (Our Effort)
8595110 130115120100 AUGSEPOCT NOVDECJAN/FEBMAR
The Ascent — AW26/27
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Communication Strategy Calendar

One visual language, five moments

Updated key visuals for each phase — refreshed per the latest creative review.

Initial Phase
Initial

Narrative content, #Storypick

Warm-up Phase
Warm-up

Product education, #Handpicked

Peak Phase
Peak

Scarcity, Altair Atelier

CNY
CNY

Digital hongbao, red tone

Maintenance
Maintenance

#Storypick, final grid

Brand Equity & NarrativeMental availability & desire
Humanization & CreativityHumanize & build trust
Product Expertise & EducationEducate on quality & value
Performance Mkt & ConversionDrive action & revenue
Long-Term Loyalty & AdvocacyRepeat purchase, referrals & growth
The Ascent — AW26/27
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Altair Atelier craftsmanship
Material craftsmanship detail
Communication Strategy

Phase by phase

Strategy and communication calendar for the Autumn/Winter 2026/2027 season "The Ascent."

Aug — Sep
Initial / Launch

Late-summer transition

Adapted to regional climates. Introduce THE ASCENT through brand storytelling, product education and lightweight layering, building desirability ahead of Mid-Autumn Festival and Golden Week.

Narrative-driven content: a high-concept launch combining elevated aesthetics, craftsmanship and aspirational storytelling.
October
Ramp-up

Golden Week momentum

Golden Week increases brand visibility as AW demand strengthens. Prove product value through fit, fabric and craftsmanship, with personalised styling ahead of Double 11.

Product education: digital lookbooks and mix-and-match styling.
Nov — Dec
Peak

Peak sales & conversion

Double 11 and Double 12 concentrate the season's strongest purchase intent, turned into sales through coordinated campaigns, live commerce and time-sensitive offers.

Maximum sales activation across all channels and client-facing teams.
Jan — Feb
CNY Transition

Chinese New Year focus

Capture strong gifting intent through thoughtful products and creative gifting experiences that express care, family reunion and personal renewal.

CNY red campaign: a contemporary red-themed concept with personalised gifting.
March
Maintenance

Post-CNY retention

Convert CNY gift recipients into active clients through personalised follow-up, extending AW relevance while building momentum for SS27.

Season close: wardrobe reviews and early access to SS27.
Annex — Key Commercial Dates
  • Golden Week — 1–7 Oct 2026, China's National Day
  • Double 11 — 11 Nov 2026, peak online sales event
  • Double 12 — 12 Dec 2026, transition into CNY
  • CNY 2027 — 6 Jan–20 Feb 2027, Year of the Goat
The Ascent — AW26/27
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Initial & Warm-up Phase assets
Asset Calendar

Initial & Warm-up Phase

Initial Phase / Launch

August — September
Video — Concept Storytelling

Cinematic, high-concept brand film on the narrative of "The Ascent," atmospheric voiceover, no explicit product focus — builds mental availability.

Reels — Teasers

Slow-paced, hypnotic teasers: sweeping mountain landscapes intercut with mysterious close-ups of key collection pieces.

#Handpicked

In-store selection featuring cross-selling through mix-and-match looks.

#StoryPick

Featuring Florian Beck, highlighting product details.

Warm-up Phase

October
Carousels

Two detailed multi-slide carousels, each isolating a hero product with minimalist text on material qualities and craftsmanship.

#Handpicked

Raw, dynamic vertical video featuring a special guest introducing FW2627 in a behind-the-scenes setting.

Video — Cookbook Style

New "cookbook-style" video with a digital, fresh aesthetic.

The Ascent — AW26/27
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Asset Calendar

Peak & CNY Transition Phase

Peak Phase

November — December
Preview — Private Appointments

Showcasing limited pieces, prompting top-tier clients to book exclusive private in-store appointments — urgency through scarcity.

#OnHorseback

Knitwear producers — a short, informative, entertaining interview on the quality of the process.

Altair Atelier

Fast-paced video showing the journey of accessories from artisan craftsmanship to finished product.

CNY / Transition Phase

January — February
Custom Digital Hongbao

Distributed to top clients to share with family — organic luxury visibility during holiday interactions.

Brand Reel

Cinematic short on "returning home" and family reunion, elegantly featuring the collection.

CNY Video

Chinese New Year video with a red-toned visual aesthetic.

Peak & CNY Transition assets
The Ascent — AW26/27
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Asset Calendar — Maintenance Phase

Ready for the ascent.

March closes the season and opens the door to SS27 — rewarding loyal clients while the next chapter of the brand story begins.

#Storypick

With a special guest.

Final Grid

Final materials, in maintenance mode.

BrandAlbert Nobilis
CampaignThe Ascent — AW26/27 & CNY 2027
MarketChina
The Ascent — AW26/27
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