How brands can connect with APAC’s new luxury consumer

Asia’s booming middle class is changing the definition of the luxury consumer, who seeks quiet luxury, uniqueness and a personalised experience. 

To remain relevant, brands need to respond to the new, young luxe consumer in a number of ways.

Why it matters

A new generation of luxury consumers is emerging from the Gen Z and millennial set to demand uniqueness. Brands have to change the way they engage by offering a consistent brand image, personalised touch and a distinctive consumer journey experience.

Takeaways

• Brand purpose is important to younger luxury consumers, with many driving the growth of ESG investing.
• Consumers are demanding diversity, equity and inclusion, and brands should make luxury more diverse to attract  younger Asian consumers.
• Tap into the desire for uniqueness, not exclusivity; be a part of “high-low” luxury curations and rethink brand story to create impact.

Read the full article here: Quiet luxury, ESG and omnichannel: Connecting with a new generation of luxury consumers in Asia