Avery Booker

Partner
China Luxury Advisors

Avery Booker is a Partner at the Los Angeles, New York, and Paris-based consultancy China Luxury Advisors, which develops global strategies for luxury brands and retailers to tap the global Chinese consumer. With a decade of experience working in the Greater China market, specializing in luxury branding, new media, and trend forecasting, Avery Booker has closely watched and chronicled the emergence of the global Chinese luxury consumer on the world stage.
Twitter: @averybooker

Check out the incredible speaker line-up to see who will be joining Avery.

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Global Digital Solutions And Connecting Socially With The World

Tuesday, March 10th, 2015

11:25 Interactive Roundtable Discussions

These interactive sessions are your opportunity to take a deep dive into the topics that were presented earlier in the day. Each attendee has the opportunity to join two discussions during this timeframe:

1. Navigating Social Media Waters
Buffy Sash, CMO, Alice Olivia
Kate Greer, Director of Global Integrated Marketing, Alice Olivia

2. An Ecommerce Platform Does Not Guarantee A Great Customer Experience
Robert Redmond , Sr. Account Executive, CDNetworks

3. Attribution Modeling: Deciphering Which Channel Gets The Sale Credit
Debbie Johnsen, Director, Interactive Marketing, The Leading Hotels of the World

4. Borderless Digital Marketing Opens The Door Of The Global Market For Luxury/Fashion Brands…Is It That Simple?
Jean Marc Rejaud, Professor Advertising and Marketing Communications, The Fashion Institute of Technology

5. High Net Worth Individuals In BRIC-dom: Facts And Myths About Their Consumption Of Luxury
Thomaï Serdari, Director of Research & Adjunct Associate Professor, New York University, Leonard N. Stern School of Business

6. The Global Chinese Luxury Consumer: Opportunities & Pitfalls
Avery Booker, Partner, China Luxury Advisors

16:00 The Global Chinese Luxury Consumer: Opportunities & Pitfalls

The breakneck rise of China’s luxury market over the past five years, powered by the country’s newly wealthy consumer class, has brought unprecedented opportunity for the world’s top brands. But amid a crackdown on luxury spending and gift-giving among government officials launched in 2013, the double-digit growth seen in the domestic market in recent years has plummeted. However, luxury spending among China’s new generation of outbound travelers continues to boom, making Chinese tourist-shoppers a critical demographic for retailers in Paris, London, New York, and elsewhere. The gap between domestic and outbound spending has arguably never been greater, presenting brands with major challenges in what is inarguably one of the world’s most important luxury markets. In this presentation, Avery addresses the concerns of the changing tides of China’s now-global luxury market, with topics such as:
• What does this dichotomy mean for brands’ on- and offline marketing strategies, and where should they direct their effort and investment – within China or to Chinese shoppers worldwide? And how should they do it?
• With the domestic market in a state of flux, should brands continue their “big-box store” strategy in first- and second-tier cities, or go primarily digital, using e-commerce to tap inland demand?
• Key social media trends, such as the rapid rise of WeChat and decline of Weibo, and what it means for long-term digital strategy. Should brands take a multi-channel approach or focus effort and investment on just one popular platform?