While most luxury brands in the US are reticent to fully embrace digital with many still in the "digital stone age", in China digital may actually be the key to reaching target consumers. In China luxury shoppers tend to be in their 20s and 30s and are digitally saavy and curious. Digital marketing for luxury brands can be tricky as brands want to ensure they are balancing exclusivity with awareness. But the digital space offers a lot of potential to be engage and interact with these young consumers with the hope of educating them on the brand story and introducing them to the brand with the hopes of creating a long term loyal consumer.
This article outlines reasons why digital will be important for the future of luxury in China:
1. Digital content can create social currency: experience is becoming more important as luxury is now more than ever about the story behind the brand and how luxury items are created. With digital loyal brand customers can share their stories and interactions with the brands as younger consumers care a great deal about popular perception of brands.
2. Digital can create a community around the brand: luxury is all about exclusivity and with digital luxury brands can create exclusive online communities
Source:http://www.jingdaily.com/to-engage-chinas-young-luxury-consumers-digital-is-key/19132/
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