“With advancements in digital technology and marketers’ efforts in planning integrated marketing communication strategies, the scope for campaigns for luxury goods or services is seemingly unlimited. Crossover partnerships to create limited edition products, services or leisure activities inspired by luxury brands are flourishing in China. The key challenge is the impact of experiential marketing and brand extension on exclusivity.
In an era when affluent consumers are eager to act as opinion leaders in their social circles, charting new creative sources is the key direction for luxury brands, and has fuelled an entirely new approach to luxury marketing.”
– Esther Lau, Research Analyst
This report looks at the following areas:
Expression of individuality leading the new mix and match style A new scope for luxury marketing Tapping into lifestyle elements and corporate social responsibility (CSR) in the luxury market for established rich Effectiveness of different touchpoints is granular The potential for affluent men market