The Impact of Luxury-Fashion Marketing in China
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At a time when global vaccinations are rolled out creating hope for rapid economic recovery, luxury fashion markets in Europe and the United States remain stagnant with constant lockdowns and closures that are causing sales declines. However and in contrast, in China, according to the first joint research report by Bain and Company and Tmall Luxury Division, growth for the mainland Chinese luxury market was expected to climb by 48 percent to reach almost 346 billion Ren Min Bi in 2020. This increase has driven China to double its overall share of the global luxury market last year, with further growth expected through 2025.
At the same time Gen Zers may account for more than 55 percent of the total transaction volume of luxury goods in China by 2025, suggesting that luxury’s focus on younger generations will grow even stronger.
In this webinar we will discuss:
- The Chinese consumer: what are their interests and needs, and how do they connect with luxury-fashion brands?
- The brands that obtained the greatest Media Impact Value™ in the last quarter of 2020.
- The most effective strategies and channels to enter the Chinese market.
Elijah Whaley, is the VP of Marketing APAC at Launchmetrics. Until recently, Elijah Whaley was the Chief Marketing Officer of PARKLU, before it was acquired in late 2020 by Launchmetrics. PARKLU, the premier influencer analytics platform in China, now strengthens Launchmetrics’ Brand Performance Cloud to create the industry’s only global solution to measure brand equity.
Alison Bringé, Chief Marketing Officer at Launchmetrics, included on Luxury Daily’s Luxury Women to Watch list for 2019, is an industry expert and thought leader, shaping the way the Fashion, Luxury, and Cosmetic (FLC) industries bridge the gap with technology. Alison was also the Director of Marketing & Communications at IMG Fashion, where she was responsible for the digitalization of New York Fashion Week, introducing the technology that has become the standard for Fashion Shows worldwide today. Previous to that, she supported the US expansion for e-commerce giant, NET-A-PORTER, working under Natalie Massenet and Alison Loehnis. In addition to her corporate experience, Alison has been an integral part of the fashion education system as an adjunct professor at Parsons The New School as well as a continued guest lecturer for programs at Condé Nast College and il sole 24Ore Business School. She holds a Masters from SDA Bocconi’s School of Management in Italy as well as a Bachelor’s of Arts degree in Advertising & Communications from the University of Central Florida in the United States.