Social media is essential when engaging Asia's luxury consumers

Increasingly, luxury and fine watch brands are looking to build strong social media communities in Asia A pervasive interest that crosses borders is the kind of goal most luxury brands seek - which means figuring out how to create a global sense of belonging while creating ties at local levels with demographics that are typically not loyal According to Ivy Ngo, a digital expert based in Vietnam who has run several campaigns for luxury and FMCG brands in South-East Asia, there is a rise of more educated, more passionate and more connected Asian consumers.

KOCs can play a crucial role for luxury and fine watch brands The communities with the deepest influence on luxury customers are not necessarily the most publicly visible on social networks Given the often significant price variations between Asia and Europe, more and more businesses are offering services to Asian consumers to hand-carry luxury goods.

Looking beyond these shopping sprees, luxury brands must broadcast online experiences to their audience, find authentic ways to talk to their customers and accept the risk of "Going live" in addition to beautifully shot campaigns. . Source