There is a notable shift in the luxury paradigm across Asia, with consumers increasingly placing emphasis on quality, reputation and investment value of products, according to a new report from Bluebell Group, the leading distributor and operator of Asian brands.
The fourth volume of its 'Asia Lifestyle Consumer Profile' report, covering consumers in six markets (mainland China, Japan, South Korea, Hong Kong, Taiwan and Southeast Asia (Singapore and Malaysia)), found that 70% of respondents prioritize craftsmanship over branding or design.
Still, brand reputation remains a critical determinant in luxury purchases, with China at 96%, Southeast Asia at 91% and Taiwan at 90%. In particular, there is growing support for premium Asian brands. China leads the trend with a strong 85% support rate for Asian premium brands, followed by Southeast Asia at 83%.
Additionally, there is a growing trend toward conscious consumption: 74% of consumers express an inclination to evaluate the resale value of their purchases.
Beyond their purchases, Asian consumers are taking notice of service, expecting to be rewarded with special benefits from brands during their shopping trips, particularly in China (97%), Taiwan (92%) and Hong Kong (91%).
These findings also highlight the importance of adapting service levels physically and beyond the store to meet the diverse needs and preferences of consumers across Asia. In fact, consumers said they are willing to accept increasing prices if brands offer quality and craftsmanship, with strong acceptance seen in China (88%) and Southeast Asia (78%).
Finally, online shopping preferences vary across markets: some consumers prefer official brand websites for direct interaction, while others opt for multi-brand platforms for options, prices and convenience.
Brands are encouraged to align on price consistency across channels to control brand image and mitigate potential reputational damage.
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