APAC Luxury Brands: Winning Strategies for the Second Half of 2025

hongminglau8
Jul 25
9 min read

Updated: Aug 21

The first half of 2025 was a severe pressure test for APAC's luxury brands. The initial optimism of the post-pandemic recovery has been replaced by a more complex and challenging economic reality. The divergence in market performance, a fundamental shift in consumer behaviour, and intensifying global trade dynamics are forcing brands to overhaul their strategies. For leaders in luxury retail, fashion, watches & jewellery, and beauty, securing growth in the second half of this year requires not just an astute reading of the market but also decisive action in the escalating war for market share and talent.

The Great Market Divergence: Where Are the New Engines of Growth?

The APAC market in 2025 is a tale of two extremes.

Mainland China — The Quest for Stability & Depth: After a significant 18-20% sales decline in 2024, the market is projected to remain flat through 2025. Consumer confidence is still cautious, with spending diverted to overseas travel and experiential consumption. For brands, the focus in H2 2025 is shifting from aggressive expansion to consolidating strongholds and doubling down on Very Important Clients (VICs). In fact, this elite cohort drove 45% of sales in 2024, a figure expected to rise this year.
Japan — The Tourist Boon's Double-Edged Sword: Buoyed by a favourable exchange rate and a powerful tourism rebound, the Japanese market has shown immense resilience. Projections for 2025 anticipate over 40 million visitors, driving phenomenal spending. LVMH's Q1 2025 results confirmed Japan's outperformance relative to the rest of Asia. The challenge, however, is a declining spend-per-tourist, with a pivot from high-ticket luxury goods to cosmetics, dining, and cultural experiences. Balancing the tourist influx with the sentiment and loyalty of core local customers is the critical task for H2 2025.
Hong Kong & Macau — The Strategic Twin Cities:

-Hong Kong as the Regional Hub & Cultural Epicenter: Reaffirming its role as a strategic gateway, Hong Kong is witnessing a steady return of high-spending tourists from Mainland China and Southeast Asia. Beyond retail, it serves as a crucial cultural hub where brands launch pan-Asian campaigns and art exhibitions, leveraging the city's unique East-meets-West influence.

- Macau as the Entertainment & Ultra-Luxury Nexus: Macau's integrated resorts are magnets for high-rollers and entertainment-seekers. Brands are increasingly using Macau as a platform for ultra-exclusive events, high-jewellery exhibitions, and private VIC gatherings, creating a unique ecosystem where luxury and entertainment converge at the highest level.

Taiwan — The Quietly Confident Local Powerhouse: Taiwan's luxury market remains robust, driven by a stable and sophisticated local clientele with high disposable income. Consumers here favour understated luxury, exceptional craftsmanship, and highly personalized service over loud logos. Brands that invest in building deep, long-term relationships and offering exclusive, localized experiences are winning in this discerning market.
Southeast Asia & ANZ — The New Engines of Full-Throttle Growth: Singapore, Thailand, Vietnam, and Australia are rapidly emerging as the new powerhouses. Singapore's luxury sales are projected to grow by 7% in 2024, outpacing traditional markets and cementing its status as the strategic gateway to the region. Driven by a young demographic, a growing middle class, and a strong appetite for luxury, this region is the undisputed frontier for growth.

From Omnichannel to "Phygital" Immersion: Reshaping the Customer Experience

"Omnichannel" is now table stakes. The winning formula for H2 2025 is "Phygital"—a seamless fusion of the tangible world of physical retail with the frictionless convenience of digital. This is about using technology to revolutionize the physical space.

The Evolution of Experiential Retail: Brands are transforming stores into cultural, artistic, and hospitality-driven destinations. The Macallan’s pop-up at Guangzhou Airport, for instance, used captivating digital installations to weave brand storytelling into the retail journey. Similarly, Hermès' "On the Wings of Hermès" exhibition in Singapore and Audemars Piguet's AP Houses convert retail spaces into "third places" offering exclusivity and community.
The Deep Application of AI & Data: With 56% of luxury customers reporting dissatisfaction with their shopping experience, AI is becoming the core tool to solve pain points like a lack of personalization. Kering's AI shopping assistant, "Madeline," and the AI innovation labs established by beauty giants are designed to leverage data for hyper-personalized recommendations and services that anticipate customer needs before they are even expressed.

The Ultimate Playbook: Four Core Strategies for H2 2025

1. Re-engineering VIC Relationships: Beyond "Money-Can't-Buy"

VICs are the lifeblood of a brand, but they feel their experience has become transactional. The core strategy for H2 2025 is to move beyond offering discounts and gifts to creating truly unique experiences and genuine emotional connections. This means providing deeper customization, invitations to exclusive cultural events, and empowering senior client advisors to become trusted friends.

2. Embracing Gen Z & Alpha: Slow Luxury & Cultural Identity

Gen Z and the emerging Alpha generation are redefining luxury. They are less interested in "flex culture" and are turning towards "Slow Luxury" or "Lo-fi Luxury"—a deeper appreciation for experience, cultural fluency, and sustainability over overt branding. Brands must authentically engage with their subcultures (anime, music, gaming) and integrate their proud local cultural elements into product design to build true cultural identity.

3. The Evolution of Sustainability: From Slogan to Action

Consumer tolerance for "greenwashing" is at an all-time low. In H2 2025, brands must demonstrate tangible action—from transparent supply chains and investment in innovative eco-materials to actively promoting circularity. With over 40% of consumers willing to pay a premium for products integrating ESG values, this is both a responsibility and a significant opportunity.

4. Hyper-Localization: Weaving into the Cultural Fabric

A successful localization strategy goes far beyond hiring a local celebrity. It requires a deep understanding and integration into the local cultural fabric. This means collaborating with local artists, launching culturally resonant collections for key festivals (e.g., Lunar New Year, Songkran), and showing genuine respect for local values in all communications. This deep cultural fusion is what creates a powerful emotional connection with consumers.

Conclusion: Talent is the Decisive Factor

The "Great Reshuffle" of the APAC luxury market is here. In this volatile second half of the year, the winners will be the brands that are most agile, culturally insightful, and adept at fusing technology with a human touch. However, the execution of every brilliant strategy hinges on world-class talent. From analysts who can decipher complex data to client advisors who can build profound VIC relationships, the quality of your people will directly determine your success in this new era.

Ready to recruit the top-tier talent who can navigate the future of the market?

At Trouvé Executive Limited, we specialize in searching for visionary and high-performing executive and management talent for the luxury sector and beyond in the Asia-Pacific region. We understand the skills and mindset required in today's market and are dedicated to matching our esteemed clients with leaders who can steer their business through cycles and forge new paths to success.

Visit our website at www.trouve-executive.com today. Let us help you build the dream team that will win the future.

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亞太奢侈品大洗牌：贏得2025下半年市場的終極攻略

2025年的上半年，對亞太區的奢侈品牌而言，無疑是一場嚴峻的壓力測試。後疫情時代的樂觀復甦已被更複雜、更具挑戰性的經濟現實所取代。各國市場表現的分化、消費者行為的根本轉變，以及日益緊張的全球貿易局勢，迫使品牌必須重新審視其戰略。對於奢侈品零售、時裝、腕錶珠寶及美妝行業的領導者來說，要在今年下半年確保增長，不僅需要精準解讀市場動態，更關鍵的是，要制定果斷的策略，贏得這場愈演愈烈的市場及人才爭奪戰。

市場大分化：增長的新引擎在哪？

2025年的亞太市場呈現出前所未有的「冰火兩重天」格局。

中國內地 — 尋求穩定與深度： 經歷了2024年18-20%的銷售額下滑後，市場預計在2025年將整體持平。消費者信心依然審慎，支出更多地流向海外市場及旅遊等體驗式消費。對於品牌而言，2025下半年的重點不再是盲目擴張，而是鞏固現有據點，並將重心轉向維繫最重要的頂級客戶（VICs）。事實上，這群頂尖消費者在2024年貢獻了45%的銷售額，預計今年此比例還會增加。
日本 — 旅遊紅利下的雙刃劍： 受惠於匯率優勢和旅遊業的強勁復甦，日本市場展現出強大韌性。預計2025年將吸引超過4000萬遊客，旅遊消費額驚人。LVMH集團2025年第一季度的數據顯示，日本市場的表現遠超亞洲其他地區。然而，隱憂也隨之浮現：遊客的人均消費額正出現下降，消費重點從高價奢侈品轉向藥妝、餐飲和文化體驗。如何在享受旅遊紅利的同時，維繫好本土核心顧客的情緒和忠誠度，成為品牌在2025下半年的關鍵課題。
香港與澳門 — 戰略雙城記：

- 香港：區域樞紐與文化中心： 香港正重新確立其作為戰略門戶的角色，迎來內地及東南亞高消費旅客的穩步回歸。除了零售，香港更是重要的文化樞紐，品牌在此地發佈泛亞地區的宣傳活動和藝術展覽，充分利用其獨特的中西文化交融影響力。

- 澳門：娛樂與頂級奢華的交匯點： 澳門的綜合度假村是吸引豪客和娛樂追求者的磁石。品牌愈來愈多地利用澳門作為平台，舉辦極致專屬的活動、高級珠寶展覽和VIC私人聚會，創造出一個讓頂級奢華與娛樂完美融合的獨特生態圈。

台灣 — 低調自信的本地市場： 台灣的奢侈品市場保持穩健，由穩定且品味成熟、擁有高可支配收入的本地客群所驅動。這裡的消費者偏愛低調奢華、卓越工藝和高度個性化的服務，而非浮誇的品牌標誌。那些致力於建立深厚長遠客戶關係、並提供專屬本地化體驗的品牌，正在這個獨具慧眼的市場中脫穎而出。
東南亞與澳紐 — 全速前進的新引擎： 新加坡、泰國、越南和澳洲正迅速崛起，成為奢侈品增長的新動力來源。新加坡2024年的奢侈品銷售額增長預計達7%，超越中日韓等傳統市場，鞏固其作為佈局東南亞的戰略門戶地位。受益於年輕的人口結構、持續增長的中產階級和強烈的消費慾望，該地區是無可爭議的增長新領域。

從全渠道到「Phygital」沉浸式融合：重塑顧客體驗

「全渠道」（Omnichannel）已是基本功，2025下半年的致勝關鍵在於 「Phygital」（實體數碼融合）—— 一種將實體世界的觸感與數碼世界的便捷無縫結合的沉浸式體驗。這不僅僅是線上購物、線下取貨，而是用科技徹底革新實體空間。

體驗式零售的進化： 品牌正透過打造融合文化、藝術和款待的空間來吸引顧客。例如，The Macallan在廣州機場設立的快閃店，透過引人入勝的數碼裝置和互動故事，成功地將品牌敘事融入零售體驗。同樣，愛馬仕在新加坡舉辦的「On the Wings of Hermès」展覽和愛彼（Audemars Piguet）設立的AP House，都將零售空間轉化為一個提供專屬體驗和社群歸屬感的「第三空間」。
AI與數據的深度應用： 高達56%的奢侈品顧客對其購物體驗感到不滿，AI正成為解決個性化不足等痛點的核心工具。開雲集團推出的AI購物助手「Madeline」，以及各大美妝集團成立的AI創新實驗室，都旨在利用數據提供超乎預期的個人化推薦和服務，甚至在顧客提出需求前就已洞悉其心意。

贏得人心的終極攻略：2025下半年四大核心戰略

1. 重建VIC關係：超越「金錢可買」的專屬感

頂級客戶（VICs）是品牌的命脈，但他們正感覺到自己的體驗變得愈發交易化。2025下半年的策略核心，是從提供折扣和禮品，轉向創造真正獨特的體驗和真誠的情感連結。這意味著提供更深度的定制服務、邀請他們參加僅限受邀的品牌文化體驗，甚至讓品牌的高級客戶顧問成為他們可以信賴的朋友。

2. 擁抱Z世代與Alpha世代：慢奢華與文化認同

Z世代和更年輕的Alpha世代正在重塑奢侈品的定義。他們對傳統的「炫耀式消費」興趣減退，轉而追求更深層次的價值，即「慢奢華」（Slow Luxury）或「低調奢華」（Lo-fi Luxury）。這代表著他們更看重體驗、文化觸覺和可持續性，而非單純的品牌標誌。品牌需要與他們熱衷的亞文化（如動漫、音樂、電競）真誠互動，並在產品設計中融入他們引以為傲的本地文化元素，以建立真正的文化認同感。

3. 可持續發展的再進化：從口號到行動

消費者對「漂綠」（Greenwashing）的容忍度已降至冰點。2025下半年，品牌必須展示出在可持續發展方面的切實行動。這包括建立透明的供應鏈、投資創新環保材料，以及積極推動產品的循環再利用模式。超過40%的消費者願意為融合ESG（環境、社會及管治）價值的產品支付溢價，這對品牌來說既是責任，也是機遇。

4. 極致本地化：深入文化肌理

成功的本地化策略，遠不止是聘請一位本地明星代言人。品牌需要深入理解並融入當地的文化肌理。這意味著與本地藝術家合作、為重要節日（如農曆新年、泰國潑水節）推出有文化深度的特別系列，並在溝通中展現對當地價值觀的真正尊重。這種深度的文化融合，才能在情感層面與消費者產生強烈共鳴。

結語：人才是決勝關鍵

亞太奢侈品市場的「大洗牌」時代已經來臨。在這個充滿變數的下半年，能夠勝出的品牌，將是那些最敏捷、最具文化洞察力、最能融合科技與人本關懷的企業。然而，所有卓越戰略的執行，都離不開頂尖的人才。從能夠解讀複雜數據的分析師，到能與VIC建立深厚關係的客戶顧問，人才的質量將直接決定品牌在這場變革中的最終成敗。

準備好為您的團隊招募能駕馭未來市場的頂尖人才了嗎？

在Trouvé Executive Limited，我們專注於為亞太區的奢侈品及各行各業，搜尋具備遠見卓識與卓越執行力的行政與管理人才。我們深刻理解當前市場所需的技能與思維，致力於為尊貴的僱主客戶，匹配能夠引領業務穿越週期、再創輝煌的領袖。

立即瀏覽我們的網站 www.trouve-executive.com，讓我們助您一臂之力，共同打造一支能夠贏得未來的夢幻團隊。

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