Luxury brands need to become more curious about the Chinese aesthetic and stop offering surface-level takes on localising their offerings, says a “culture guru”.
What’s the problem?
In recent years, many luxury brands have been pulled up by consumers for perceived stereotyping or aesthetic condescension, notes Sen Lin, Head of Culture, Strategy & Insight at Carat China.
How can brands fix it?
- Be useful for the culture, don't be the culture; eg Häagen-Dazs created a unique experience for Chinese consumers by reforming ice-cream as ice-cream mooncakes.
- Take the opportunity to lead cultural trends and values; Gen Z is actively seeking brands that share a vision to make the world a better place.
“The optimal state of a luxury brand’s ‘localisation’ effort should centre on bringing forth new and authentic cultural experiences, and co-growing new cultures together with their local consumers.”
Read more in WARC’s Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China.
Sourced from WARC