![]() Or you can buy online or you can decide to have shipped to your nearby store. Then there is the functional side like, if you want to make a reservation, you can make it online. Once you come to our website there is relevant content to engage. This would have escalated with or without COVID.įor me, what's important is that initial journey is reachable. By the time people come to store, oftentimes they have already nailed down what they want to see and so they're pretty close to making that final decision. As a consumer, your shopping journey is completely fused with your online experience. It could be happening on street as well, but even if you see a beautiful bag and you want to learn about it, you will first Google it or take a picture and do an image search. ![]() Their first encounter of the brand is usually more digital. Most people today do their research in advance. How are people adjusting to experiencing luxury brands online? we are trying to find a connecting point with different kinds of people in different regions. You need to show what your values are, be more authentic as a brand and also, as my manager would say, "let's make it as warm as possible.” The human touch shows that we're not just the global brand with a unified message across the world. The direct consumer side is becoming more and more important. I think is shifting from a reputation business to more of a direct consumer business in terms of how communication is structured. In terms of earned versus owned media, there has been a shift for the luxury sector. How have luxury consumers have evolved over the last few years? Intuitively, I could feel that there would be so much room for freedom and innovation. ![]() There's a lot of energy and tremendous respect for craftsmanship. But when I looked into Loewe, it felt like a completely different form of luxury brand with a rich history of over 176 years. I wasn't particularly interested or drawn to the luxury sectors. What was your motivation to move to Loewe from AKQA? I design the annual calendar for all the marketing campaigns. Currently, I’m aligning the company's communications strategy with the general manager, the headquarter team, merchandising team and other departmental leaders. I joined Loewe almost two and a half years ago as its marketing and communications director for Japan. In this interview, she shares insights on her transition into the luxury sector from the agency world and the evolution of luxury communications. Earlier in her career, she worked as product manager at KDDI, one of Japan’s largest telecom companies. Before moving to Loewe in 2019, Sawai rose up through the ranks at AKQA’s Tokyo studio to become its managing director. ![]() At Loewe, Sawai oversees marketing and communications for Japan. AIKA ONLINE JAPANESE SO SERIESThis interview is one in a series of interviews of Gerety jury members in APAC by Campaign contributor Barry Lustig.Īika Sawai is a rising star at Loewe, one of the world’s the most desirable luxury brands. Aika Sawai is a member of the Japan jury for the upcoming 2022 Gerety Awards, the only global creative prize to reward the best in advertising from a female perspective, of which Campaign is a media partner. ![]()
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