Held on 25 November, this year’s Luxury Society Keynote event in Shanghai will look at the most recent developments in social commerce in China, and examine how brands can maintain their growth momentum in this market by effectively leveraging a variety of digital platforms and marketing channels.
EVENTS
Save the Date: Luxury Society Keynote Shanghai 2021
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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
Held on 25 November, this year’s Luxury Society Keynote event in Shanghai will look at the most recent developments in social commerce in China, and examine how brands can maintain their growth momentum in this market by effectively leveraging a variety of digital platforms and marketing channels.
According to recent data, online touchpoints are expected to influence 92 per cent of consumer journeys in mainland China by 2021. Chinese tech companies are capitalising on this trend and attempting to offer a complete consumer journey from awareness to loyalty on their platforms: Social media platforms such as Douyin have begun to offer transactional capabilities, while platforms such as Baidu and JD.com are turning to Mini Programs to allow brands to completely tailor the consumer experience.
All of these developments are indicative of the evolution of social commerce in China. With the rise of younger generations of consumers, 'social' has become an important factor in their purchasing decisions, and brands need to leverage various channels and tactics to better communicate with their audience and eventually convert them. The transformation of China's luxury landscape presents both opportunities and challenges. How can brands effectively build a social commerce offering and integrate it into their wider digital strategy in China?
The 2021 edition of Luxury Society’s flagship Keynote event will be held at The Sukhothai, Shanghai, on 25 November and bring together leading figures in the industry to share their insights on the Chinese digital ecosystem. Titled 'Social Commerce 2.0: Value & Services that Drive Conversions’, the conference will feature executives from conglomerates such as LVMH, leading e-commerce solutions provider Leqee, as well as industry insiders from Boston Consulting Group and Convertlab in panel discussions, fireside interviews, and keynote speeches.
More speakers, and the full event agenda, will be announced in the coming weeks – so stay tuned for updates. For other information and ticketing enquiries, contact us via email.
Luxury Society Keynote 2021
Social Commerce 2.0: Value & Services that Drive Conversions
Thursday, 25 November
Editor, Luxury Society
Before joining Luxury Society, Alexander was a business journalist covering M&A, finance, technology and marketing strategy at Women’s Wear Daily. He contributed articles to Financial Times, T: The New York Times Style Magazine, WSJ. Magazine and other media regularly as well. Alexander is also Research Director at DLG China.
