CONSUMERS

WorldWatchReport™ Benchmark: Capturing The Chinese Audience

by

Dino Auciello

|

This is the featured image caption
Credit: This is the featured image credit
The second set of insights released for this year’s WorldWatchReport™ Benchmark takes a look at the powerful Chinese audience abroad and how luxury watch brands can adopt a truly global…

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

The second set of insights released for this year’s WorldWatchReport™ Benchmark takes a look at the powerful Chinese audience abroad and how luxury watch brands can adopt a truly global experience.

China. Luxury. Spending. They're the hot-button topics that you can find everywhere, but very rarely get the in-depth insights needed for true brand developement.

With Chinese consumers representing 33 percent of today's personal luxury goods market across the globe, now is the time for luxury watch brands to seize the moment by adopting a truly global experience.

The WorldWatchReport™ Benchmark just released its second set of insights to help luxury watch brands better grasp the Chinese market, with a strong emphasis on digital presence– which is projected to enable up to 50 percent of global luxury purchases by 2025.

The Chinese consumer

In 2017, the biggest share of traffic to luxury watch websites came from China. China is currently the leading market over the United States, with a 15.2 percent market share.

Looking at Western markets, between 0.5% and 1.2% of the traffic to luxury watch websites is performed from browsers (e.g. Internet Explorer, Safari…) configured in Mandarin Chinese.

The Chinese audience abroad is powerful and should not be overlooked when it comes to global brand strategy. The top four markets with the highest concentration of Chinese audiences include Thailand, South Korea, Japan and the U.S.

What is the WWR Benchmark?

Produced by DLG (Digital Luxury Group)*, an international digital marketing and communications agency for luxury brands, the WWR analyses the online performance of luxury watch brands exploring topics ranging from the role of a brand's website and the impact of social media on drive-to-store, to the importance of balancing owned and earned media.

“The WWR Benchmark is a unique report providing comparison points on all major web analytics indicators for the luxury watch industry. It helps brands better position their investments to maximise their digital ROI," explains Yoann Chapel, Head of Client Services at DLG.

To access the WorldWatchReport Benchmark's Insights 2, download the full report via the link below.

WorldWatchReport Benchmark – Insights 2

Find out more on the WorldWatchReport Benchmark and online investments.

*Luxury Society is the editorial division of DLG (Digital Luxury Group)

Dino Auciello
Dino Auciello

Editor, International, Luxury Society

Dino Auciello is the International Editor of Luxury Society. He is also Head of Marketing & Client Development at DLG, the parent company of Luxury Society. Based in Geneva, Dino was previously Deputy Chief Editor of the Swiss business magazine, Bilan.

CONSUMERS

WorldWatchReport™ Benchmark: Capturing The Chinese Audience

by

Dino Auciello

|

This is the featured image caption
Credit : This is the featured image credit
The second set of insights released for this year’s WorldWatchReport™ Benchmark takes a look at the powerful Chinese audience abroad and how luxury watch brands can adopt a truly global…

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

The second set of insights released for this year’s WorldWatchReport™ Benchmark takes a look at the powerful Chinese audience abroad and how luxury watch brands can adopt a truly global experience.

China. Luxury. Spending. They're the hot-button topics that you can find everywhere, but very rarely get the in-depth insights needed for true brand developement.

With Chinese consumers representing 33 percent of today's personal luxury goods market across the globe, now is the time for luxury watch brands to seize the moment by adopting a truly global experience.

The WorldWatchReport™ Benchmark just released its second set of insights to help luxury watch brands better grasp the Chinese market, with a strong emphasis on digital presence– which is projected to enable up to 50 percent of global luxury purchases by 2025.

The Chinese consumer

In 2017, the biggest share of traffic to luxury watch websites came from China. China is currently the leading market over the United States, with a 15.2 percent market share.

Looking at Western markets, between 0.5% and 1.2% of the traffic to luxury watch websites is performed from browsers (e.g. Internet Explorer, Safari…) configured in Mandarin Chinese.

The Chinese audience abroad is powerful and should not be overlooked when it comes to global brand strategy. The top four markets with the highest concentration of Chinese audiences include Thailand, South Korea, Japan and the U.S.

What is the WWR Benchmark?

Produced by DLG (Digital Luxury Group)*, an international digital marketing and communications agency for luxury brands, the WWR analyses the online performance of luxury watch brands exploring topics ranging from the role of a brand's website and the impact of social media on drive-to-store, to the importance of balancing owned and earned media.

“The WWR Benchmark is a unique report providing comparison points on all major web analytics indicators for the luxury watch industry. It helps brands better position their investments to maximise their digital ROI," explains Yoann Chapel, Head of Client Services at DLG.

To access the WorldWatchReport Benchmark's Insights 2, download the full report via the link below.

WorldWatchReport Benchmark – Insights 2

Find out more on the WorldWatchReport Benchmark and online investments.

*Luxury Society is the editorial division of DLG (Digital Luxury Group)

Dino Auciello
Dino Auciello

Editor, International, Luxury Society

Dino Auciello is the International Editor of Luxury Society. He is also Head of Marketing & Client Development at DLG, the parent company of Luxury Society. Based in Geneva, Dino was previously Deputy Chief Editor of the Swiss business magazine, Bilan.

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