Luxury Marketers: 3 Recommendations to Better Promote Your Luxury Brand in China

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Experiential marketing has become the new way for luxury brands to stay relevant in China. Younger consumers are buying fewer products and purchasing more experiences. They desire a true connection with luxury brands, and this type of connection is usually established through authentic experience. As a luxury marketer, learning and adopting new trends and marketing techniques can help your brand stand out and be successful.

Jenny Chua’s article, Chinese Millennials are Rewriting the Future of Luxury Brand Experience discusses experiential marketing through the lens of young Chinese consumers and she highlights the fact that they belong to a generation that expresses and shares their lifestyle on social platform. As a result, luxury brands are leveraging social media to maximize their online network to create an unparalleled online experience for consumers.

Image of FF Reloaded, a Fendi experiential marketing campaign from Vogue

Now that we know what luxury brands are doing online, it is also important to remember that offline experience is equally important in today’s landscape. Sienna Pan’s article Chinese Buyers Crave a New SalesPitch: ‘Experiential Luxury’  focuses more on the “in the moment” experience that brands create for consumers. She uses the Italian luxury brand Fendi as an example to illustrate how one successful experiential marketing can positively impact a brand.

Action Recommendations:

·        Create Constant Engagement – Constantly engage with consumers to build long-lasting relationships.

·        Build Omnichannel Experience – Experience should be fun, interactive and omnichannel, meaning that you want to provide the consumer with a unified and seamless buying experience and hit all the customer touchpoints.

·        Break the Boundaries – Unconventional approaches often create a higher impact on your target market which makes your experience unforgettable.

Consider these recommendations when you are planning the next marketing campaign for your brand.

Michelle Huang

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I am a current senior at Northwestern University studying Communications, French and Integrated Marketing. I have a passion for fashion, and I am always on the lookout for the newest industry trends. Connect with me on Linkedin.