As I was cruising down the highway, I passed the not-so-glamorous Newark Liberty Airport, and luxury came calling. Was it ironic that I was in a black, luxury crossover? Maybe. But what struck me was actually a Budweiser billboard that proclaimed its “Black Crown” brew to be the drink of choice selected by and for “the finest in the nation”. See “Black”, read “Luxury”. Now where have I seen that before?
From Fickle To Faithful: Building Loyalty Among China’s Luxury Consumers
The spectacular rise of the Chinese luxury market has created unprecedented opportunity as well as, arguably, the greatest challenge for the world’s top luxury brands. Faced with an influx of logos and labels, China’s wealthier urban consumers have found themselves surrounded by flagships, inundated with ads, and spoiled with choices. Still at a relatively early stage of brand awareness, this consumer class has distinguished itself as legendarily fickle, shifting from brand to brand based on friends’ purchases, dictums from fashion magazines and blogs, the broader social landscape, and price.
China’s Opportunity & Challenge for Luxury Brands
No longer are brands asking, “Should we enter the Chinese market?”. With explosive growth rates and more potential luxury consumers than there are people in the United States, the question instead is “How should we enter the Chinese market?”.
Spring Cleaning: Tips for Reviewing Your Digital Content Closet
Perhaps I’m in a unique situation, living in downtown Manhattan with very limited storage space, but transitioning wardrobes for the changing seasons has always been, well, a process. When I open up my various suitcases and zippered bags, I feel compelled to analyze, try on and reconsider everything before hanging it back up in the closet. The “spring cleaning” approach is also a great method of taking a step back and reviewing your media/platforms and assets to see what’s working, what’s relevant, and what you may want to consider throwing in the “out” pile. A comprehensive review requires concentration and several uninterrupted hours, so this time of year, when everyone switches to vacation mode, is the perfect time to schedule your session.
5 Reasons WeChat Matters In Your China Strategy (and Beyond)
In a market that increasingly values quality over quantity, WeChat is a mobile-only platform that brands should consider at the forefront of their CRM strategy, not only for China, but minimally for the region as well. Closing in on 400 million users, WeChat’s recent push into India and Southeast Asia has grown the tool into more than just a China-centric platform. It now has a growing presence in over 20 countries around the world.
The Entertainment Factor: Content that Sells
Last week Fashion’s Collective had the honor of curating and moderating a main-stage panel at New York’s Internet Week. Internet Week is an annual hallmark event focused on internet business and culture for a wide audience of brands, agencies, and technology vendors that span many industry verticals. It is only this year that Internet Week has taken a noticeable focus on the fashion and luxury industry.
