Insights from CJ's 6th Fashion Afternoon Event on Gen Z, APAC, & Content

Jul 2, 2024
Written by CJ

The 6th edition of the Fashion Afternoon, powered by CJU, brought together over 120 attendees in Paris's iconic and elegant Salons Hoche.

The event featured three insightful sessions that explored the luxury industry, growth in APAC, and innovative content strategy:

Cool Kids and Gang | Cool Luxury with Stéphanie Jolivot of Publicis Media

Exploring APAC as a Velocity Market of Growth with Siddharth Puri of Tyroo Technologies

Panel: The Power of Content Beyond the Upper Funnel moderated by CJ's Eleonora Sparaciari with panelists Stefania Bressan of Mytheresa, Laura Cannavale of LuisaViaRoma, Jade Ephgrave of Sainsbury’s, and Dunia Silan of Skimlinks

This article includes videos of two sessions and key takeaways from all three. Enjoy!


Cool Kids and Gang | Cool Luxury


In  this session, Stéphanie Jolivot, Managing Director of Business Intelligence Luxe at Publicis Media, provides deep insights into the shifting paradigms of luxury markets, particularly influenced by Gen Z:

  • Culture: Gen Z is redefining the essence of luxury by prioritizing authenticity and experiences over traditional symbols of wealth and status. Gen Z values emotional connections and brand elevation in their luxury experiences. They gravitate towards brands that tell compelling stories and create immersive experiences that resonate with their diverse cultural identities.
  • Conscience: Gen Z goes beyond consumerism, viewing luxury as a platform for advocacy and positive change. They insist on ethical responsibility, considering it non-negotiable for luxury brands. They expect brands to align with their values and demonstrate a genuine commitment to social and environmental causes. Gen Z's conscience-driven approach to luxury underscores the imperative for brands to embrace ethical commitments and actively contribute to creating a more sustainable and equitable world.
  • Connection: The key to capturing Gen Z's attention is fostering deep connections. Gen Z dominates with their penchant for interactive personalized experiences and exclusive drops. Brands must innovate and adapt to meet the dynamic demands of this tech-savvy demographic.


Exploring APAC as a Velocity Market of Growth


With a staggering 2.5 billion internet users, the Asia Pacific region is set to become the next ecommerce powerhouse. Here's why this market is a goldmine for brands and consumers:

  • Increased shelves: The explosion of buying and selling platforms means more choices for consumers and new access points for brands. The digital marketplace is thriving with endless possibilities.
  • Higher penetration: APAC has witnessed a remarkable threefold increase in brands and consumers. This surge reflects a burgeoning market ready to embrace diverse products and innovations.
  • Borderless growth: Personalized selling strategies and niche targeting drive growth beyond traditional markets. Cross-border shopping is booming, with consumers eager to explore and purchase from global brands.

Regional highlights:
  • China: Reigning supreme in fashion shopping, China has surpassed the US and Europe, becoming the ultimate fashion destination.
  • Hong Kong & Taiwan: These fashion-forward markets are seeing brands develop unique go-to-market strategies to capture the local flair.
  • Southeast Asia (SEA): The borders are blurring, leading to "shopcations" where consumers flock to Singapore and Malaysia for shopping sprees.


The Power of Content Beyond the Upper Funnel

In an increasingly competitive fashion landscape, a robust content strategy is a cornerstone for brand success. Quality content drives brand awareness, cultivates lasting relationships with audiences, fosters loyalty, and drives conversions. By integrating content seamlessly into broader marketing efforts and adapting to emerging trends, brands can stay ahead of the curve and maintain relevance in a dynamic marketplace.

This session, moderated by CJ's Eleonora Sparaciari with panelists Stefania Bressan of Mytheresa, Laura Cannavale of LuisaViaRoma, Jade Ephgrave of Sainsbury’s, and Dunia Silan of Skimlinks discussed the power of content for fashion brands including these key takeaways:

  • Content's crucial role: Content emerged as a critical component in fashion marketing, transcending its traditional upper-funnel role to become a powerful driver of demand and engagement, particularly for luxury brands. Content creates desire, engages audiences effectively, and positions products strategically.
  • Integration and alignment: It's important to align content strategy with broader marketing efforts. Integrating content initiatives with PR, display, and other channels ensures a cohesive brand message and maximizes impact. Transparent communication and early planning facilitate seamless execution and optimize content effectiveness.
  • Evolution is key: As the marketing landscape evolves, brands must adapt content strategies to meet new challenges. The impending demise of third-party cookies underscores the need to prioritize first-party data and leverage content for audience engagement and data collection.


Interested in attending our The Fashion Afternoon, powered by CJU, in 2025? Reach out to your CJ account team!

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