SOCIAL MEDIA AND LUXURY SHOPPING ARE CENTER STAGE IN “CRAZY RICH ASIANS”
In case you haven’t seen it – add “Crazy Rich Asians” to your weekend plans. One of the things we enjoyed in the movie is how they showcased the power of social media and especially services such as WeChat.
In the opening sequence, news travels via social channels, from a small cafe in NYC to the elite circles in Singapore, resulting in a phone call from the mother – asking her son that she had heard about some plans he was making for his upcoming trip home. All of this happens in the course of him grabbing a meal at a cafe. Watch it for yourself by clicking the video below:
Brands can learn from this. Asian travelers and shoppers are tuned into the social media interface on their phone and are constantly in touch with friends and family in their home country – exchanging news, getting recommendations or just spreading gossip ;-). Its the ideal medium for a brand to engage with this audience and build a targeted shopper base, with WeChat most often being their platform of choice.
THE FASHION
And then there are the fashion statements that were made throughout. The movie showcases not only the wealth that the rich in Asia have but also their affinity for designer brand and labels – the movie is literally an advertisement for brands popular in that region. It also does a great job in highlighting how their tastes vary.
The loud and kooky that is popular with the nouveau riche (hilariously worn by breakout performer Awkwafina)
The low key, elegant and traditional big brands popular with the generational rich (like the elegant cowl-necked Dior frock worn by the billionaire heiress)
The new wave of Asian millennials longing for vintage designs – such as the “70s chic disco cleopatra” dress worn by the main protagonist Rachel.
HAIWAI CAN HELP YOU GET IN FRONT OF THIS AUDIENCE
Our team at HaiWai is hard at work to promote your brands to this new wave of shoppers from China and the rest of Asia. We showcase your brands, and engage your targeted shoppers. We convert them into real sales at your stores. And we continue that engagement through the most popular social media channels.
