Bluebell Group releases “2022 Asia Way of living Buyer Profile”

Tracking life style intake drivers & tendencies throughout Asia

HONG KONG, July 20, 2022 /PRNewswire/ — Asia’s primary model distributor and operator Bluebell Group unveiled right now the next volume of the “Asia Way of life Purchaser Profile”. Based on an Asia-large survey covering 2,100 high quality life-style buyers throughout 6 marketplaces – Mainland China, Japan, South Korea, Hong Kong, Taiwan and Southeast Asia (Singapore and Malaysia) – the research outlines 5 major client personas and sheds gentle on evolving trends shaping consumption across top quality and luxurious segments together with fashion, add-ons & footwear, magnificence, fragrance & make-up, lively lifestyle and jewelry & watch.

“Past calendar year we launched the to start with edition of the Asia Life-style Shopper Profile to understand the variances and commonalities in client outlooks throughout Asia“, said Bluebell Group President and CEO, Ashley Micklewright. “With this 2nd quantity, trying to keep in mind the various post-COVID insurance policies in every single industry, we examine the evolution of these traits and of the most important buyer personas in Asia, and dive deeper into some of the most significant chances for life style retail, from Instagram choices to the growing hunger for market brands, 2nd-hand products and eco-aware dreams.”

Movers and shakers (updates from 2021)

  • Across all markets in Asia, shoppers are progressively exhibiting interest in specialized niche models that less people today know about, but that offer good style and quality. The greatest calendar year-on-12 months boosts in buyer desire for this model classification are observed in Mainland China (+34%), Taiwan (+31%) and Japan (+31%).

  • Next-hand goods are also slowly profitable hearts, once more with a yr-on-year maximize in customer openness across all marketplaces, led by the greatest improve in fascination from Japan (+22%) and Taiwan (+26%).

  • Meanwhile, demand for brand name encounters (by activities, tech, entertainment, gaming) proceeds to mature, with the maximum calendar year-on-12 months will increase in shopper interest in Japan (+27%) and Hong Kong (+8%).

  • Much more unequal throughout Asia, we see desire in house amusement & home spa gaining traction in Japan (+7% interest year-on-12 months), while dropping floor in South Korea (-11%) and South-East Asia (-8%).

  • Ultimately, interest in merchandise affiliated with balanced / energetic life-style is down general, with the most important 12 months-on-year decreases in curiosity in South Korea (-8%) and Taiwan (-6%).

Channels of Influence:

Social media, internet sites and good friends & loved ones are the most influential channels for brand preference and acquire decisions

For all products groups, social media remains the most effective channel for brands to interact and inspire people to buy their merchandise: 44% of people depend it amid the channels that have the most influence on them (Fig. 1). This is adopted by formal sites (31%) and tips by close friends or relatives (27%). Apparently, global famous people are mentioned to be additional influential than area celebrities.

Diverse channels delight in unique amounts of influence throughout Asia

When contemplating all classes of premium goods, South Korean individuals are the most likely to sense influenced by social media and on the internet weblogs and critiques (60% and 34% respectively, though consumers in South-East Asia are the most probably to come to feel affected by the in-retail outlet natural environment (26%). Magazines & Newspapers take pleasure in the greatest attractiveness among Hong Kong shoppers.

Instagram: not just in the West

On ordinary, social media is located to be the most influential channel in Asia (picked by 44% of respondents). Instagram would seem to be gaining traction, even in markets throughout Asia that have potent area social media channels. Mainland China, South Korea and Taiwan rely the maximum share of followers on Instagram (84%, 81% and 76% respectively, Fig. 2), whilst Japan counts the least expensive (54%). Digging further into Instagram, customers throughout most markets exhibit virtually equivalent curiosity in community and/or worldwide accounts (Fig. 3), apart from for Japan and Hong Kong, exactly where Instagram followers are significantly extra interested in nearby accounts (45% and 30%, respectively) than global kinds.

Buyer personas

Against this backdrop of evolving shopper sentiment and behaviours, Bluebell Team has current 5 broad client personas driving use tendencies across Asia in 2022.

  • Experientialist: From lifestyle to leisure and written content, “immersion” is the identify of the match for experientialists who want to experience aspect of a brand’s universe.

  • Neophilist: From niche makes to mix & matched goods and the growing pre-owned sector, neophilists are drawn to originality.

  • Traditionalist: Traditionalists search for the quintessential luxury shopping knowledge: significant names, in-retailer support and a perception of standing.

  • Idealist: Idealists want to experience excellent about their buy, and care about brands’ ethics and values – but might however be driven by other priorities.

  • Convenience-me-ist: From their body to their residence, shoppers are paying out notice to clear and pure possibilities to really feel much healthier and much more comfy.

To down load the comprehensive report, be sure to take a look at

About Bluebell Group

Bluebell Team has pioneered building profitable makes in Asia because 1954. As Asia’s associate of option, Bluebell Group is present in Japan, South Korea, Mainland China, Hong Kong SAR, Taiwan, Macau SAR, Singapore, Malaysia, Cambodia and Australia.

The Group’s distribution network includes flagship merchants, shop-in-outlets, counters, its own multi-brand name ideas, as effectively as a hugely selective wholesale network, collectively with equally direct e-commerce and marketplaces, masking both domestic and Travel Retail.

The Team operates across a number of item categories: Accessories, Footwear, Apparel, Fragrance, Attractiveness, Gourmet, Jewellery, Watches, Eyewear and Tobacco.

A household-owned team, Bluebell Team today has in excess of 3,800 workforce, 650 points-of-sale, US$2b in turnover.

Media Get in touch with:
Anne Geronimi
Team Conversation Director
[email protected]

Supply Bluebell Group