THE CHALLENGE /

The luxury client was looking to ensure continued cultural relevance across China Mainland, Hong Kong, Taiwan, Singapore & Japan, to keep pace with cultural change & stave off risks from economic uncertainty in the region. They needed to understand how luxury would evolve over the next 5yrs, and how to speak to those shifts through campaigns, retail, experience & activation.

THE SOLUTION /

A blend of trends, forecasting & cultural analysis. First applied to the sociocultural context of the five markets, to understand how macro drivers were prompting the rise of a new-gen luxury audience with particular wants, needs & expectations. Then, exploring the luxury landscape in each market, looking for signals of change that would ultimately be distilled into three key cultural shifts shaping luxury for the next 5yrs. Finally, a detailed decode of competitor campaigns, retail, experience & activation identified creative guidance for distinctive brand expression.

THE RESULT /

Macro cultural change in luxury charted across APAC & with a nuanced, culturally specific take on each local market. Brought to life with case studies, cultural data & strategic recommendations to guide & inspire creative execution across key touchpoints. All ultimately driving brand strategy in APAC for the next 5yrs.