China – always an important market for luxury – has taken on a new significance in 2020. By 2025, the country will account for almost 50% of the global luxury goods market, and has seen one of the quickest – and most robust – recoveries from the crisis. Day 4 of the Festival offers up the chance to learn from experts in the market, and provides details on how to capitalise on the increasingly important Asia surge.

Adam Knight – co-founder of Chinese social commerce agency TONG explored just what the ‘Chinese decade’ means for British luxury, with dunhill’s CMO Camille Martin, Ballantine’s & Royal Salute’s Mathieu Deslandes, and Anne Geonimi, Group Comms Director at Bluebell Group.

Our second session focused on how social commerce is revolutionising the online retail sphere in China – from live streaming and augmented reality to Key Opinion Consumers (KOCs). TONG’s Adam Knight discussed how brands can pivot to China with Stephanie Foxley, Digital Marketing Director at Garrard, and Melissa Bisset, Marketing Director at Johnstons of Elgin.

To end the day, Walpole Helen Brocklebank and Malcolm Borwick, Royal Salute global ambassador and international polo star, staged a live whisky tasting of Royal Salute’s 21 Year Old Signature Blend and the new Snow Polo Edition.

To watch any of these sessions again, please click here.

Please note, there is a small fee for non-attendees.