The New Silk Road: Bridging Western Brands With the New Asian Luxury Market
The global luxury market is experiencing a shift with the rise of affluent Millennials and Gen Z consumers from Asia, notably from regions like China, South Korea, and Japan. As these young consumers redefine luxury, they are creating a modern-day Silk Road, where high-end fashion, fine dining, and luxury experiences form the trade of desire.
Unlike the passive consumers of yesteryears, they actively engage with Western luxury brands, primarily through digital platforms, influencing both market trends and brand strategies. This evolving narrative, reminiscent of historical East-West exchanges, is now fueled by digital advancements and a blend of cultural aesthetics.