Asia-Pacific (APAC) is at the forefront of luxury’s digital revolution. With a new generation of affluent, digitally native consumers, the region is not just a growth engine for global luxury—it is a crucible for innovation, where brands must blend story-led commerce, omnichannel agility, and hyper-localized experiences to thrive. Success in APAC demands more than translating global strategies; it requires a deep understanding of local behaviors, rapid digital adoption, and the ability to create emotionally resonant, exclusive experiences that reflect the region’s unique cultural tapestry.
Luxury consumers in APAC are among the world’s most discerning and digitally engaged. They expect:
These expectations are shaped by rapid digital adoption and unique cultural nuances. For example, livestream commerce and social shopping are mainstream in China, while markets like Japan and South Korea place a premium on craftsmanship and brand heritage, often expressed through sophisticated digital storytelling.
In APAC, story-led commerce is not a trend—it’s a necessity. Brands that succeed here immerse consumers in narratives that blend heritage, innovation, and local relevance. A standout example is Bang & Olufsen (B&O), which partnered with Publicis Sapient to reimagine its digital presence for a global audience, including APAC. The result is a commerce platform that:
The technical foundation—built on a microservices-based framework and headless CMS—enables B&O to scale immersive experiences across diverse markets, adapting content and features to local preferences without sacrificing brand consistency.
Omnichannel fulfillment is a critical pillar of luxury in APAC. Today’s consumers expect to shop how and where they prefer, with confidence that their experience will be seamless and premium at every touchpoint. Consider the transformation of a leading global jewelry brand operating in over 100 countries. By modernizing their order management system in APAC, starting with Australia and New Zealand, the brand:
Similarly, Pandora overcame fragmented e-commerce in APAC by unifying commerce, breaking down silos between marketing, commercial, and technology teams. The brand launched pilot programs for virtual queuing, in-store appointments, and click-and-collect—delivering personalized, safe, and convenient experiences that accelerated digital engagement and loyalty, especially during the pandemic.
APAC’s diversity demands hyper-localized strategies. Brands must:
A top retail estate trust and mall operator in APAC, for example, created a digital marketplace platform that blends online and offline luxury experiences. VIP customers gain access to exclusive products and content from high-end brands, while targeted digital campaigns and personalized recommendations drive store footfall and engagement.
With deep expertise in luxury and consumer products, and a proven track record across APAC, Publicis Sapient helps brands:
Ready to redefine digital engagement for the next generation of luxury consumers in APAC? Connect with Publicis Sapient to unlock the power of story-led commerce—regionally, and beyond.