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Three Ways Brands Are Tapping China’s Digitally Native Luxury Shoppers

Digital avatars, branded gaming skins and customised red packets are increasingly popular marketing tactics in the world’s top luxury market. Are they here to stay?

Burberry’s Yao gaming skin for Honor of Kings, Alibaba’s Taobao Life avatars sporting luxury wares. Collage by BoF.

By

Zoe Suen

03 August 2021

BoF PROFESSIONAL

Chinese shoppers are no stranger to inventive digital marketing tactics. Brands are leaning into digital livestreaming and have experimented with events like treasure hunts that merge digital and physical experiences to reach the all-important cohort of digitally savvy consumers.

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About the author

Zoe Suen is a contributing writer at The Business of Fashion. Suen is a freelance writer, editor, and consultant who writes about luxury fashion and beauty.

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