Luxury brands are taking advantage of Hong Kong Art Week March 14-21 to promote their products in different ways and appeal to artistically minded consumers in the Chinese city.
Many brands have introduced initiatives that will engage consumers visiting for the numerous events that will take place that week. It is an excellent way to appeal to international affluents who are already looking to purchase and may be looking to enjoy themselves while traveling.
“For brands, the benefits of getting involved with Hong Kong Art Week include the ability to engage some of the most sophisticated and affluent consumers in the Greater China region,” said Avery Booker, partner at China Luxury Advisors, New York. “Much like events such as Art Basel Miami Beach, the Hong Kong offshoot of Art Basel is a place to see and be seen, giving brands an ideal opportunity to connect with core clients and launch unique collaborations.”
Italian fashion label Marni is celebrating its 20th anniversary at Hong Kong Art Basel by hosting a Roof Market event on March 14 at Pier 4. The event will be a fun way for the brand to gain publicity and remain in consumers’ minds during this time.
Hosting events is a successful marketing strategy because they do not feel as aggressive as more traditional advertising. The consumer benefits from the exchange, which makes them more likely to feel positively about the brand.
“The most successful strategies are the ones that don’t look deliberate or off-brand, and those that incorporate art and artists in an unusual or unexpected way,” Mr. Booker said. “One thing that is unique about Hong Kong Art Week is that the market, being relatively new to the global art and culture scenes, is just as much focused on commerce and business as art.”
Chinese department store chain Lane Crawford has published a guide to Hong Kong Art Week, which advises readers on which events to attend and where to see the most popular shows. The guide is a helpful tool that will keep Lane Crawford’s name in consumers’ minds while still providing them with something beneficial.
It also helps establish Lane Crawford as an important figure in the industry. With many international affluents visiting Hong Kong that week, it will likely help the brand publicize its name globally.
Read more at Luxury Daily.