Luxury Take Note: Chinese Cultural Consumers Want Creative Perks

The following is an excerpt from the second edition of Jing Daily’s report Winning China’s High-Spending Cultural Consumer: The Future Of Luxury, packed with all-new data, case studies, and exclusive interviews. Get your copy today on our Reports page. One effective way that luxury brands have brought Chinese Cultural Consumers (CCCs) into the fold is by extending the same perks traditionally offered to their core VIP consumer base. These range from extremely limited-edition items to access to dedicated special events. Loewe’s COVID-era “Show on the Wall” and “Show in the News” were created by creative director Jonathan Anderson in lieu of canceled runway shows and included boxed items not available to the general public. By shipping a limited number of the sets to the brand’s best or most influential customers in China, as well as other key markets, Loewe was able to tap the CCC’s desire for culturally-minded products as well as their interest in collecting (and showing off) hard-to-find or historically important items that merged art and luxury. For other brands, in-person events in China remain an important tool to reach and influence CCCs closer to home —especially when they can tap into the CCC’s desires for new experiences and education. Sabina Belli, CEO of Italian jewelry brand Pomellato, noted that its Chinese customers have expressed a strong interest in learning about gemstones and are willing to put in the time to study technical aspects of their production, factors that have driven the brand’s event strategy. "We invite our customers to attend exclusive workshops where our specialists and experts talk about gemology combining design with science to give the luxury jewelry customer an authentic and inspiring journey," she said. Added Belli, "Chinese consumers are more and more sophisticated, and some of them have already evolved to have strong purchasing power, and are expecting more from brands from a cultural perspective. Those [Chinese Cultural Consumers] are interested in art and design and they appreciate those brands with strong cultural and artistic identity." Get your copy of Winning China’s High-Spending Cultural Consumer: The Future Of Luxury on our Reports page.

Luxury Take Note: Chinese Cultural Consumers Want Creative Perks

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Published December 15, 2022

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Luxury Take Note: Chinese Cultural Consumers Want Creative Perks