How brands are adapting to new luxury consumer demands

In the face of growing complexity and competition, China’s luxury market remains a hub of innovation where brands redefine consumer connections and refine global marketing strategies. As millennials and Gen Z reshape luxury consumption in China, brands continue to adapt, blending tradition with technology, fusing digital and physical experiences, and balancing cultural resonance with global appeal. Shanghai-based marketing agency Resonance’s monthly Radar Report offers in-depth analyses of strategies revolutionizing luxury marketing in China, with case studies showcasing savvy brands keeping pace and actively influencing the expectations of China’s discerning luxury consumers. City Walks: A New Frontier for Consumer Engagement A key trend in the report: the rise of city walks as a strategy for engaging younger, digitally-savvy consumers. AMI’s “Le Paris Paris Bag Hunt” in Shanghai merged physical and digital elements into an interactive campaign that spread widely on social media, amassing over 17.9 million hashtag views. Lifestyle Marketing: Aligning with Gen Z’s Values The report underscores lifestyle alignment as a rising trend, particularly with Gen Z, who prioritize health, wellness, and cultural experiences. Converse’s recent collaboration with Wagas, China’s western-cuisine restaurant chain, marketed health-conscious meal packages for the brand’s new sandal collection. The campaign generated over 300,000 social media impressions, exemplifying how brands are successfully aligning with holistic values.. Immersive Exhibitions: Redefining Brand Storytelling Immersive exhibitions are also becoming key to luxury strategies in China, with narrative-driven experiences that captivate audiences and bolster brand identity. Gucci’s “Ancora Red” exhibition, held simultaneously in four Chinese cities, showcased the power of culturally resonant marketing, with over 1.5 billion social media views. Digital Innovation: Merging Tradition with Technology In China’s tech-driven luxury market, brands are also leveraging advanced technologies like augmented reality to enhance consumer experiences. Zara’s collaboration with Xi Xing Le for its “Year of the Dragon” collection employed AR advertisements to modernize traditional Chinese motifs, garnering over 1.6 million views. What It All Means for Global Marketing The Radar Report reveals China’s luxury marketing future hinges on integrating digital innovation, experiential engagement, and cultural resonance. Brands seamlessly blending these elements while aligning with evolving consumer values are set to dominate in this competitive market, setting new standards for global luxury marketing.

How brands are adapting to new luxury consumer demands

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Published August 21, 2024

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How brands are adapting to new luxury consumer demands