Need to Know
11 : 01 : 22

Saudi Arabia – In its latest campaign, the outdoor brand changes the role of social media influencers, getting them out of their bedrooms and into the great outdoors. The videos, entitled Live from the Outdoors, feature scenic areas of Saudi Arabia being explored by content creators that the brand has dubbed ‘outfluencers’.

Working with creative agency Serviceplan Middle East, Columbia Sportswear recognises the power of social media personalities in promoting exploration and fresh air. Andre Couto, creative director at Serviceplan Middle East, says: ‘The campaign puts an interesting spin on indoor influencer videos by taking them outdoors and, at the same time, invites Saudi’s youth to get out of their phones and start exploring the country.’

At a time when Saudi Arabia’s Emerging Youth are displaying optimism about their nation, such campaigns demonstrate how brands can celebrate their region in more exploratory ways.

Hong Kong – Reaching new markets, French cognac company Maison Martell has opened its first pop-up boutique in Hong Kong. Located in the Landmark Atrium, the boutique pays tribute to Chinese heritage while using digital technology to explore the brand’s past.

Taking inspiration from its setting, the company has released a limited-edition Martell Noblige Hong Kong bottle that is decorated with landmarks and monuments from the city’s skyline. It will be available exclusively at the boutique for the month of January.

In addition, the company has also unveiled a suite of digital activations and experiences as part of its immersive L’Atelier Martell retail concept. Digital tasting workshops and blending experiences will allow customers to create their own customised cognacs while tasting three signature Martell beverages: VSOP, Noblige, and Cordon Bleu.

By tapping into the digital realm, the company is aiming to familiarise Cantonese consumers with its range of products while also providing a memorable experience. In so doing, Maison Martell is re-inventing the Cognac Market for a new generation.

In India, major increases in fashion spending align with the growth of e-commerce and buy-now-pay-later (BNPL) services.

A study by ZestMoney has found that a majority (72%) of consumers from the region spent more in the category in 2021 than in the previous year. According to the research, customers in the 18–30 age group are driving the demand for online fashion, with 71% of them spending on the category, demonstrating the power of the continued youthquake the country is experiencing.

The report also shows that new technologies and services are playing a part in their choices. Some 72% prefer online shopping due to the enhanced convenience and hassle-free experience it provides, while 54% of those surveyed said they would prefer BNPL to finance their fashion purchases.

We’ve previously explored how digital operations have transformed India’s artisanal luxury market. Now, the fashion sector is experiencing similar success as brands offer accessible and convenient purchase options.