The new Asian luxury consumer
While Asia Tatler is the leading luxury lifestyle publication in Asia and synonymous with high society, the Asian luxury consumer had shifted and Asia Tatler needed a new brand positioning that inspired this new consumer, while still connecting with its core audience.
Positioning around changing luxury needs
We conducted in-depth analysis of the Asian luxury consumer and studied luxury trends and competitors to redefine the brand’s target group and develop a brand positioning that connected with them. We then tested these to arrive at an idea that both resonated with the brand’s audience and also embraced the future growth of the brand.
We developed a new tagline, ‘Life. Extraordinary’ and a complete set of brand guidelines to guide all marketing, sales and content development.