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.
From a global pandemic to Black Lives Matter, 2020 has dramatically altered customers' needs and expectations of brands and businesses. Day 1 of the Walpole Festival of Luxury Marketing examines how the mindset and priorities of the luxury consumer has changed, what they now want - and expect - from luxury brands, and how brands can reach these ever discerning, and demanding, customers both now and in the future.
Luxury has traditionally focused on the in-store and in-person experience, so how has 2020’s shift to digital communication impacted on brands’ relationships with consumers?
Day 2 of the Festival answered this question and more, with a focus on the new ‘language of luxury’: how do we communicate with the luxury consumer now?; plus an exploration of the importance of storytelling and the right tone of voice, and how e-commerce can provide as rich an experience for the luxury customer as the traditional bricks and mortar.
With necessity forcing the world to go rapidly (fully) online during 2020, Day 3 of the Festival set out the new Digital Marketing playbook and the latest innovations in virtual luxury, with lessons from the experts in online retail and marketing; events and experiences; personalisation and clienteling 2.0.
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