Scalable Support
Lane Crawford
A flexible, on-off solution to support editorial content during restructuring
Founded in 1850, Lane Crawford is Asia’s leading luxury retailer, with stores across Hong Kong, mainland China and online. The group sources products from around the world for the discerning customers of its home, fashion and lifestyle departments.
Through 2018, Lane Crawford began to re-evaluate the way in which it created its editorial content. We had already worked with the company on creating up to five English-language home and lifestyle content pieces per month for its website, and were asked to scale up our offering while the brand worked through its internal analysis.
Within less than two months, we scaled up to provide content creation, editing, translation and provision of visuals across all editorial categories.
We created eight original stories per month and provided editing, translation and visuals for up to 31, supporting campaigns and working with Lane Crawford on its voice and style.
We integrated this ongoing service with redesigns and content refreshes for key information pages on Lane Crawford’s website as well as the provision of multiple EDM templates.
Results
At the end of the ten-month project, Lane Crawford had reorganised its internal functions and resourced its content production team. We handed over an archive of all files and worked through production processes.
“Thank you so very very much for working with us and helping to get us to this point.”
