LUX­URY UP­DATE

THE NEW GEN­ER­A­TION OF LUX­URY BUY­ERS IS SHARP, SO­CIAL ME­DIA SAVVY AND MORE DIS­CERN­ING THAN EVER. BUT HOW HAVE THEIR PUR­CHAS­ING DE­CI­SIONS RE­ALLY BEEN IN­FLU­ENCED BY THE DIG­I­TAL LAND­SCAPE?

Singapore Tatler Jewels & Time - - Contents - WORDS & CO­OR­DI­NA­TION KARISHMA TUL­SI­DAS PHO­TOG­RA­PHY DARREN GABRIEL LEOW FASH­ION DI­REC­TION DES­MOND LIM HAIR SHA SHAMSI/IN­DIGO AR­TI­SANS US­ING SE­BAS­TIAN PRO­FES­SIONAL MAKE- UP CH­ERYL OW/IN­DIGO AR­TI­SANS US­ING PAR­FUMS CHRIS­TIAN DIOR

How has so­cial me­dia changed the lux­ury ex­pe­ri­ence?

TARA AND CHADWYN TANN

@tan­nandco “We browse on­line first, and then go to the store when we find some­thing we like. Lux­ury is one cat­e­gory where build­ing trust on­line is dif­fi­cult. The Ama­zons and Alibabas of the world will not be able to pen­e­trate solely based on an on­line model. There are too many ques­tions that can only be an­swered by touch­ing and feel­ing the prod­uct.

We do con­sume so­cial me­dia, but up­dates on the lat­est prod­uct launches come from three main sources: di­rectly via SMS from the bou­tiques we shop at; on­line mer­chants such as Moda Operandi and Luisaviaro­ma via email blasts or per­sonal notes; and through high so­ci­ety mag­a­zines such as Tatler.”

LAM TZE TZE @tzet­ze­lam

“The de­vel­op­ment of big data an­a­lyt­ics al­lows brands to cus­tomise and de­liver per­son­alised con­tent. As a re­sult, the re­la­tion­ship be­tween lux­ury brands and their con­sumers is a lot closer than be­fore, but this also means brands have to man­age cus­tomers de­mand­ing an al­most im­me­di­ate re­ac­tion to sat­isfy their needs, or should I say, wants.

Good ser­vice is every­thing in this day and age, in par­tic­u­lar within the lux­ury in­dus­try. This is what sets lux­ury brands apart. Even though an on­line pres­ence and so­cial me­dia bring the brands closer to their cus­tomers, per­son­alised care and ser­vice are an in­te­gral part of the lux­ury shop­ping ex­pe­ri­ence, and most def­i­nitely a key rea­son why a cus­tomer would de­cide to pur­chase a piece of jew­ellery or time­piece.”

DIANE AND NYCKY LIM @di­a­neeng & @ny­ck­ylim

“Our main source of in­for­ma­tion about the lat­est watch and jew­ellery launches comes from In­sta­gram and blogs. How­ever, we wouldn’t ask our In­sta­gram or Snapchat fol­low­ers for their opin­ion be­fore a big pur­chase, as we shop for our own hap­pi­ness and sat­is­fac­tion. We’re not ones to seek so­cial recog­ni­tion. We buy items that re­flect our taste and pref­er­ences.

We do not mind hav­ing minor cus­tomi­sa­tions like hot stamp­ing of ini­tials, for ex­am­ple. At the same time, we still like to re­spect the de­signer and main­tain the spe­cific ‘ theme’ that the brand has come up with.

One brand that mar­kets it­self well to mil­len­ni­als is Cartier. A col­lec­tion that has made a sig­nif­i­cant state­ment is the Pan­thère de Cartier. Given Cartier’s back­ground of more tra­di­tional and clas­sic de­signs, I think this se­ries ap­peals to the mil­len­nial crowd with a bolder and more recog­nis­able con­cept.”

DIANE is wear­ing Juste un Clou cuffff and ring in white gold with di­a­monds, both by Cartier; Cartier Love ring, her own

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