Publicly available knowledge on the luxury market is typically global in nature, or focuses only on the big markets in Asia like China. However, Southeast Asia holds opportunity. This deck has been prepared specifically to provide some insight to mid-range luxury brands looking to enter the Southeast Asian markets. PLEASE CREDIT AUTHOR AND BBDO SINGAPORE IF YOU WISH TO REUSE THE INFORMATION IN THIS DECK. Thanks!
Management of Fashion and Luxury Companieskgvsanthosh
What is Fashion?, What is Luxury?, Luxury Segments in Retail, Fashion market segmentation, Business models, Business model framework, communication of brands, Global Retail Trends, Retail Distribution channel and its types.
Reference link:- https://www.coursera.org/learn/mafash#syllabus
What is Luxury and how do Luxury brands work?
Key trends in the Luxury marketplace
Know vs. Show – the Luxury consumer
The Recession and the Luxury consumer
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
Management of Fashion and Luxury Companieskgvsanthosh
What is Fashion?, What is Luxury?, Luxury Segments in Retail, Fashion market segmentation, Business models, Business model framework, communication of brands, Global Retail Trends, Retail Distribution channel and its types.
Reference link:- https://www.coursera.org/learn/mafash#syllabus
What is Luxury and how do Luxury brands work?
Key trends in the Luxury marketplace
Know vs. Show – the Luxury consumer
The Recession and the Luxury consumer
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
Luxury Workshop: The Psychology of Luxury ShoppingCrobox
From Crobox's behavioral psychologists, learn about the behavioral motives and psychological drivers behind luxury consumption. Then, we give you a workshop on how to market your luxury products better.
At Spikes Asia in September 2013, Dan Carter, Senior Creative Director in Jack Morton's Shanghai office, talked about the opportunities to build luxury brands in China by taking a brand experience approach. He talked about brands including Johnny Walker, Porsche, Tmall and others.
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
This deck details the trend, “The Redefinition of Luxury”
It looks at how the concept of luxury has changed for the middle-class consumer over the years and the brands that are doing a great job of reaching their customers in this way.
www.linkedin.com/in/anyacgonzales/
A look at the the top luxury digital marketing agency, Greenhill Partners...
As the thought-leader in luxury digital marketing, GREENHILL+PARTNERS bridges the gap between luxury brands, agencies and the digital world to help luxury brands succeed in digital marketing.
Virtually every client comes to us with the same concern: We know we have to do digital marketing, but we don’t know how. This is the problem we solve. We serve as your luxury digital marketing arm. As your uniquely knowledgeable and experienced steward we protect your digital investment, prevent brand dilution, enhance exclusivity and brand value, and more importantly, increase sales.
CONSULTING
We consult with brands and their agency to ensure the development of luxury-specific campaigns. We help brands select the best agency to execute their digital campaigns. We monitor and analyze the results of campaigns so our clients are independently aware of campaign success. We act as a digital advocate to ensure that what our clients' agencies are doing is the best digital work at the best possible price.
DIGITAL AGENCY
We also employ an international network of digital creatives and technicians. With our cutting-edge business model, we can execute effective luxury digital campaigns at an average of thirty-percent below traditional agency cost.
Luxury 2020: The Trends Shaping the Luxury Market of the FutureSeymourSloan
By 2020 we will see a different luxury market.
Luxury will not be immune to the businesss and external changes reshaping the world and these will create challenges that brands must be aware of and seek to maximise.
The Concept of Luxury Brands - PresentationKlaus Heine
This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
Jeffrey Bahar, Deputy CEO of Spire Research and Consulting, provides the 2015 Indonesia automotive insights: the new era of low-cost green car (LCGC). Presented at the 4th SEA Automotive Summit 2015, Jakarta 8 April 2015
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
Luxury Workshop: The Psychology of Luxury ShoppingCrobox
From Crobox's behavioral psychologists, learn about the behavioral motives and psychological drivers behind luxury consumption. Then, we give you a workshop on how to market your luxury products better.
At Spikes Asia in September 2013, Dan Carter, Senior Creative Director in Jack Morton's Shanghai office, talked about the opportunities to build luxury brands in China by taking a brand experience approach. He talked about brands including Johnny Walker, Porsche, Tmall and others.
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
This deck details the trend, “The Redefinition of Luxury”
It looks at how the concept of luxury has changed for the middle-class consumer over the years and the brands that are doing a great job of reaching their customers in this way.
www.linkedin.com/in/anyacgonzales/
A look at the the top luxury digital marketing agency, Greenhill Partners...
As the thought-leader in luxury digital marketing, GREENHILL+PARTNERS bridges the gap between luxury brands, agencies and the digital world to help luxury brands succeed in digital marketing.
Virtually every client comes to us with the same concern: We know we have to do digital marketing, but we don’t know how. This is the problem we solve. We serve as your luxury digital marketing arm. As your uniquely knowledgeable and experienced steward we protect your digital investment, prevent brand dilution, enhance exclusivity and brand value, and more importantly, increase sales.
CONSULTING
We consult with brands and their agency to ensure the development of luxury-specific campaigns. We help brands select the best agency to execute their digital campaigns. We monitor and analyze the results of campaigns so our clients are independently aware of campaign success. We act as a digital advocate to ensure that what our clients' agencies are doing is the best digital work at the best possible price.
DIGITAL AGENCY
We also employ an international network of digital creatives and technicians. With our cutting-edge business model, we can execute effective luxury digital campaigns at an average of thirty-percent below traditional agency cost.
Luxury 2020: The Trends Shaping the Luxury Market of the FutureSeymourSloan
By 2020 we will see a different luxury market.
Luxury will not be immune to the businesss and external changes reshaping the world and these will create challenges that brands must be aware of and seek to maximise.
The Concept of Luxury Brands - PresentationKlaus Heine
This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
Jeffrey Bahar, Deputy CEO of Spire Research and Consulting, provides the 2015 Indonesia automotive insights: the new era of low-cost green car (LCGC). Presented at the 4th SEA Automotive Summit 2015, Jakarta 8 April 2015
Automotive Intelligence for Professionals: The Indonesia AutoBook includes company profiles of OEM car makers, multinational and local automotive parts suppliers as well as organizations, media and exhibitions.
It also includes detailed statistics about Automotive sales, market share, OEM capacities and information about new programs 2017-20.
The Indonesia AutoBook helps you to identify new customers in the Automotive industry in Indonesia and provides key contact information.
A knowledgeable reports on luxury brands. (May be It's sharp May be it's quite)AD Hasan
"It's all about branding of Luxury Brand" hear you find the details about secrete of brand developing ideas & thought. how can be a brand make difference from other.Is it brief or hide something & how could you make a good brand of you own.May be It's sharp May be it's quite.
Dynvibe - can you hear the consumer rebellionDynvibe
Everyday consumers are changing global consumption patterns through social media. They have become the actors of their own deep behavioral changes: organizing themselves into spontaneous online communities, sharing experiences and influencing others at a worldwide level.
Thus, this consumer empowerment leads to new challenges for brands.
What if we already had the keys to decode this « consumer rebellion » ?
At Dynvibe, we combine artificial intelligence and strong human expertise to map consumers’ minds and identify insights in order to anticipate the future. As an international observatory of consumer trends, we are the voice of consumers to help brands understand changes in society that will inevitably impact their business.
In this presentation, we share 3 main trends that every brand should be aware of for the future of their strategies.
When managing a luxury brand, it is necessary to forget a fair number of laws of traditional marketing, which may very well apply to premium brands and even to trading up, but not to luxury.
In this article, I develop 21 management principles, which I call anti-laws of marketing peculiar to luxury.
As the group leader for a Retail Management course at Columbia College Chicago (CCC), I created and implemented the design of an entire store plan, including floor plans, sales projections, loss prevention tactics, management strategies, etc.
Qudini Samsung KX Future of Retail Leaders Breakfast Presentation by Imogen W...Qudini
On Wednesday 23 October, Qudini hosted a breakfast event for retail leaders alongside Samsung's Customer Experience and Showcase teams at the Samsung KX space in King's Cross.
The Future of Retail event included insights from Qudini's CEO and Co-Founder, Imogen Wethered, who shared some interesting insights into why retailers are transforming "shops" into spaces for brand relationships, community and inspiration.
Read her speech here and let us know what you think. For more information about Qudini, visit our website: www.qudini.com
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
The effects of customers service quality and online reviews on customer loyal...
5 luxury market trends in Southeast Asia (July 2013)
1. S.E.A. LUXURY MARKET
TREND REVIEW
22 July 2013
Tan Wee Hoon
Planning Director
BBDO Singapore
weehoon.tan@bbdo.com.sg
2. MARKET SIZE OVERVIEW
Source: Bain & Company
• Singapore remains major
regional hub (8th largest luxury
destination worldwide), including
spending from Chinese tourists
• Thailand (Bangkok), Malaysia
(Kuala Lumpur) relevant for
domestic spending
• High potential amongst growing
pool of HNWI in Vietnam (Hanoi,
HCMC) and especially Indonesia
(Jakarta) – fastest growth of
HNWI worldwide, set to triple
to nearly 100,000 by 2015
(Source: CLSA, Julius Baer Bank)
3. 1. NICHE LUXE
ABOUT:
Niche luxury brands are growing in markets like Singapore and
Malaysia, as luxury consumers in these markets mature and a
more discerning segment – influenced by their brand
discoveries online/on their travels – emerges.
WHY:
Mainstream luxury brands lose appeal amongst these
discerning consumers who are not driven by brands as
badges. They seek to “be in the know” with brands that
carefully maintain their “best kept secret” appearances, while
being no less luxurious.
4. 1. NICHE LUXE
Judith Leiber, the brand most
famous for its Swarovski-
encrusted cupcake clutch in
the show Sex And The City,
opens store in Kuala Lumpur in
Jan 2013
Jo Malone, niche perfume brand
from London (now owned by
Estee Lauder) famous for pairing
unusual ingredients and creating
versatile fragrances that can be
mixed and blended to create
unique scents, opens standalone
boutique in Singapore late 2013
EXAMPLES:
Carrie K, Singapore’s
home-grown artisan
jewelry brand founded by
an ex-advertising
executive, has multiple
distribution channels that
has helped to grow the
business both locally and
regionally – boutique,
brick-and-mortar stockists,
online retailers
5. 1. NICHE LUXE
LEARNINGS:
1. Entering new markets positioned as a lesser-known
“niche” brand (even if more well-known in other markets)
can actually help grow a brand through discerning luxury
customers looking for alternatives from the mainstream.
2. Be clear what is that special something your brand offers,
and if you have a claim to fame, flaunt it!
3. Creating word-of-mouth through influencers, and
establishing online presence both in terms of
communication and distribution is crucial.
6. ABOUT:
Even as SEA markets see more flagship stores of big brands
opening in luxury-dedicated malls, discerning luxury
consumers are looking to a growing number of multi-label
retailers for their curation of the fresh and unique – from
fashion to beauty to furniture and other lifestyle goods.
Whether they are local independents or global chains, these
luxury curators are a great asset to niche brands.
WHY:
To keep their customers’ appetite for non-mainstream luxury
satiated, multi-label retailers are constantly on the look-out for
new brands to feature. Independents in particular are usually
discerning luxury consumers themselves, with an
entrepreneurial vision to support brands with a difference
(local, eco, etc.).
2. CURATED LUXURY
7. 2. CURATED LUXURY
EXAMPLES:
Galeries Lafayette
recently opened in
Jakarta, supporting
a range of niche
brands that
are exclusively
available at
their stores
Sephora – a must-stop
for beauty consumers
looking to discover new
brands – opened in
Singapore and Malaysia
and is set to expand to
the rest of SEA
Strangelets is a
quirky independent
shop in Singapore
with an eclectic
mix of lifestyle
offerings
Beauty box
providers like
Singapore’s Vanity
Trove provides a
new form of luxury
curation
Owned by local
designer Farah Khan,
M Store in Kuala
Lumpur is a multi-label
boutique supporting
local and niche
designer brands
The Selected
Shop in Bangkok
is a new concept
store curating the
best in emerging
Thai talent and
limited edition
international
lifestyle products
8. LEARNINGS:
1. Riding on the brand of a well-regarded luxury curator is a
good way to enter a new market, offering a “taster” to
luxury consumers and allowing the brand to “test-market”
before investing in further distribution infrastructure.
2. Understanding the vision and philosophy of the curator
brand and what your own brand brings to the table is key
to getting onto the curator’s list.
3. Increasingly, curator stores offer products crossing
categories (e.g., Strangelets offers items from jewelry to
clothing to homeware and popsicle!), but with a common
thread in either philosophy or design aesthetics – evaluate
where your brand stands, beyond its product category.
2. CURATED LUXURY
9. 3. LUXURY FOR LESS
ABOUT:
Southeast Asia has always faced counterfeits and grey markets
for luxury goods. Now, there are even more ways for consumers
to shop for their favourite luxury brands – niche or mainstream
– at a discount. As avid luxury consumers turn their passion
into online business ideas, they are allowing others to enjoy
luxury for less by renting, buying pre-loved items or enjoying
exclusive online membership discounts.
WHY:
Growth of well-educated, internet-savvy middle-class has
increased proportion of Gen Y and Z with appetite for luxury.
This generation’s demand for uniqueness (niche brands),
24/7 availability (online shopping), coupled with lower
spending power has created a big opportunity for online luxury
entrepreneurs.
10. 3. LUXURY FOR LESS
Singapore-based Clout
Shoppe, like competitor
Reebonz, holds pop-up
sales for members with
heavy discounts on
branded goods and
second-by-second count-
down to the end of each
sale. They ship to other
markets in Asia. They also
offer installment payment
plans and pre-loved items
EXAMPLES:
Jakarta-based Banananina uses
Facebook to announce availability
of new items along with the prices,
offering an option for consumers to
buy online or offline. Malaysia-based
ImpianWanita does the same for
cosmetics and fragrances, offering
a wide range of niche brands not
available in the stores
BBM Group buying: Savvy luxury
consumers in Indonesia turn their travels
to the US/Europe into buying trips for
friends, taking advantage of the cheaper
prices overseas, and mobile social
networking at home
Bangkok-based
Siam Borrow Bag offers a
rent-instead-of-buy option
for fashionistas
11. 3. LUXURY FOR LESS
LEARNINGS:
1. Luxury-for-less players can be either a threat or
opportunity for luxury brands – they are not going away,
and will instead grow, so brands need to find ways of
working with them.
2. Niche brands can help consumers discover them through
co-marketing with these players, but in order not to erode
brand equity, choose the partners carefully, and focus on
offering experiential, service or other added value to
differentiate non-discount brick-and-mortar channels
12. 4. MASSTIGE
ABOUT:
This is the opposite of “luxury for less”. Brands are giving a
luxe twist to everyday products and charging higher than
normal prices, albeit still affordable by “luxury” standards.
WHY:
With growing affluence, SEA consumers are trading up in
their consumption of everyday goods and developing an
appetite for little luxuries they can afford.
13. When French patisserie
Laduree opened in
Singapore, 650 customers
were served on opening
day, breaking world record.
And the famous macaroons
don’t come cheap – they
each ranged from SGD3.60
for a regular macaroon, to
SGD7.60 for the ones luxed
up with gold leaf.
EXAMPLES:
4. MASSTIGE
Who knew hairbands could
be so luxurious? Malaysian
designer brand Sereni &
Shentel offers customers
the chance to design their
own hairband online, to the
tune of an eyebrow-raising
RM129 (for a hairband!) –
but it’s affordable chic in
comparison to traditional
luxury brand/items.
In Singapore, Kerbside
Gourmet has given
takeaway street food a
gourmet twist, and even
added a social cause to it –
to solve hunger due to
poverty – with its policy of
“buy one, give one”. For
every meal it sells, it gives
away a meal to the
underprivileged.
14. LEARNINGS:
1. Giving regular products a “luxe-up” can up their novelty
factor and attract impulse buys from emerging luxury
consumers keen to own a little piece of “luxury”.
2. This strategy could also be used to increase sales during
festive periods or special occasions, when consumers are
looking for gift ideas that would impress their recipients.
4. MASSTIGE
15. 5. BEYOND BLING
ABOUT:
While the glamour of high-end branded goods continues to
drive developing luxury markets, a new approach to luxury is
emerging in the more developed markets. Brands that spell
eco-chic, socially-responsible luxury or experienced-based luxe
are building affinity with the more well-heeled consumers.
WHY:
As luxury consumers mature, the “feel-good” factor no longer
comes from mere acquisition of the product, but from
unforgettable memories of experiences, or from knowing
their luxury spending is also doing good.
16. Malaysia’s Tiny Tapir
offers eco-friendly
products for babies (like
the above reusable diaper
priced at RM95) and
moms, as well as home
care items, travel friendly
products like reusable
bottles, and tools for the
gardening enthusiast.
Started by expats, they
initially produced
environmentally safe
alternatives for
baby clothing
EXAMPLES:
5. BEYOND BLING
Johnny Walker’s John Walker &
Sons Voyager is a great example of
experience marketing. The luxury
yacht will set sail from Shanghai in
Sept and sail through to iconic
events in Asia, where the most
progressive individuals in the
region will be invited aboard to
experience the pinnacle in luxury
craftsmanship and to celebrate the
launch of its new triple malt
One of Indonesia’s biggest travel
agencies has created the for-invitees-
only luxury e-commerce venture
Bobobobo, which offers unique, luxury
experience packages for travel
and city jaunts, as well as a small
selection of luxury items
Bisou Bon Bon and Bisou Rose in
Malaysia is a store that believes in giving
back –owner Shelby Kho sells bath
materials and soaps made from natural
ingredients, while ensuring a portion of
the profits is donated to charity
17. LEARNINGS:
1. Discerning luxury consumers don’t just buy into the
“what” of a brand, but the “why” of a brand – the values
you stand for.
2. Be clear about your brand purpose is, and communicate
it through everything you do. Johnny Walker, for
example, which is a visionary brand that believes in
“changing the game”, chose a highly experiential way
to engage with game-changers amongst their
customers and prospects.
4. BEYOND BLING