A virtual reality: What Singapore’s social scene is like in the new normal
But in this challenging climate, luxury brands have come to the realisation that it is imperative to stay in touch with their customer base as much as possible.
Premium vodka label Belvedere, for example, worked with its brand ambassadors from different bars such as Jigger & Pony and Manhattan to stream a series of #CheerswithBelvedere cocktail classes on IGTV. Viewers then shared their own creative spin on the cocktails in a competition to win bottled drinks and Belvedere spirits.
Tina Lee, managing partner of Directions Group Inc, which represents Roger Vivier and Sulwhasoo, added: “Other brands have been communicating with their customers through regular messaging, personalised care packs, electronic direct mailers and incentives to shop, especially for the brands with online capabilities.”
“Do we miss physical shopping? Definitely! Along with the sensorial stimulation that brings endless delight to us, seeing familiar faces, catching up, indulging in a bit of retail escapism!” – Dr Adrian Ng and Dr Loh May-Han
Andrew Li, CEO of Zouk Group, said: “We thought about cloud clubbing quite early on as we saw the initiative in China when clubs were shut. And with teams all over the world we could create a lot of content and push it out on our different country channels. It is not so much a revenue stream as it is about staying connected with our audience.”
See the full story here: https://cnaluxury.channelnewsasia.com/experiences/virtual-events-singapore-social-scene-12897426