THE INFLUENCE OF CULTURE IN BUSINESS

Once the stomping ground of Oscar Wilde, the Belmond Cadogan Hotel in Knightsbridge, London, this week saw the gathering of minds from the British Fashion Council Fashion Trust (BFCFT) to present a snapshot of the upcoming “2020 Influence of Culture in Business” report and discuss practical applications for luxury British fashion brands to create strategies that culturally resonate with the new generation of Chinese luxury consumers.

 

Leading the discussion was RTG Consulting Group CEO, Angelito Tan, and Chief Strategy Officer, Marc-Olivier Arnold, who first introduced insights into a new generation of consumers that is becoming increasingly awakened and conscious driven, forcing brands to shift from being solely brand focused to now put culture at the heart of their strategies and actively participating in cultural conversation.They then provided a snapshot into cultural trends that are growing strong in resonance and therefore worthy for brands to tap into.

Trends ranging from the importance of local pride, how consumers in China are reconnecting with their cultural heritage, to breaking norms, challenging dated societal scripts, and then to spiritual and better living.

 

Concluding with Ermenegildo Zegna as an example, Mr. Arnold described how by boldly reinventing itself with the ground-breaking and innovative #whatmakesaman campaign, the luxury Italian menswear brand has not only connected with a whole new generation of awakened consumers around the world, but has also contributed to a broadened and meaningful conversation about what it means to be a man today.

 

While the discussion focused on insights handpicked for fashion brands, the full report covers trends across industries within the luxury sector. Want to learn the most relevant 2020 China trends for your industry? Contact info@rtgconsulting.com for more information about engaging speakers from RTG Consulting Group.