Jenny Chan 陳詠欣
Apr 15, 2019

To post-90s Chinese, luxury is no longer for rich people

An Ogilvy study says to make luxury matter to the post-90s generation of young Chinese, brands have to change six marketing rules.

As fashion trends began moving towards 'casualization', Ermenegildo Zegna decided to shift its focus to Zegna XXX last year, with a new global XXX advertising campaign featuring William Chan launched in Autumn/ Winter 2018.

What do white-collar professionals, performing artists, college students, nurses, engineers, TV hosts, entrepreneurs, sales representatives, train drivers, airport traffic controllers, Airbnb hosts, and freelancers born between 1990 and 1999 in Beijing, Xi’an, Taiyuan, Wuhan, Chengdu, and Shenzhen have in common
 
According to Ogilvy China's qualitative research, they amplify pointed differences in knowledge levels and perceptions of the luxury category from the previous generation of senior buyers.
 ...

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