My former colleague Elan and a panel of experts discuss marketing luxury brands to a young Chinese post 90s generation audience. How they view luxury in comparison to previous generations.
Post 90s generation middle class are the most sophisticated consumers marketers have faced in China today. They were the only child in their household, which meant more resources and more pressure. They are more media literate and have been more exposed to western brands culture.
Fashion as opposed to luxury is a key aspect. Which explains the move towards premium streetwear pricing.
Elevated brand perks for VIP customers including experiences and service. The big logo shopping bags are for aspirational purchasers.
You shoot very high, you get middle; you shoot middle, you get low – brand positioning for luxury brands in China.