News 11.01.2022

Need to Know

Columbia Sportswear celebrates the Saudi Arabian outdoors, a cognac pop-up re-imagines the traditional spirit and the fashion market reigns in India.

Columbia Sportswear champions Saudi Arabia’s outfluencers

Live from the Outdoors by Columbia Sportswear Middle East in collaboration with Serviceplan Middle East, Saudi Arabia

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.

Strategic opportunity

Media and entertainment brands should take cues from this localised approach when creating content for Saudi Arabia. Find ways to promote domestic tourism while maintaining an awareness of online youth behaviour

Cognac traditions are upended at this digital-first pop-up

L’Atelier Martell Hong Kong’s three months boutique at Landmark Atrium, Hong Kong L’Atelier Martell Hong Kong’s three months boutique at Landmark Atrium, Hong Kong
L’Atelier Martell Hong Kong’s three months boutique at Landmark Atrium, Hong Kong L’Atelier Martell Hong Kong’s three months boutique at Landmark Atrium, Hong Kong

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.

Strategic opportunity

In a globalised world, consistency is losing its importance. When entering new markets, products and brand experiences must respond to local behaviours and cultural cues

CES 2022: This portable device sanitises the world using just light

Las Vegas – Last week, UVCeed introduced a mobile sanitiser that allows consumers to kill 99.9% of germs, bacteria and viruses, including Covid-19, in seconds – just by using UV light. In a world in which the coronavirus continues to wreak havoc, the technology puts safety in the hands of consumers themselves.

UVCeed can be attached to any smartphone, combining powerful LED UV light rays and artificial intelligence to give people visibility of the cleanliness of any surface in real time. They can then disinfect the surface without the need for chemicals. ‘UVCeed is a mobile portable system that can be ubiquitous and used everywhere to disinfect or sterilise,’ explains its creator, Dr Peter Bonutti. ‘This is the future of combatting germs, bacteria and viruses, especially at large venues such as CES.

Consumers’ understanding of germs and bacteria has increased exponentially since 2020. By giving everyday people both visibility and control over their safety, devices like UVCeed show how the impacts of the pandemic will continue to positively shape health technologies for years to come.

UVCeep, US

Strategic opportunity

When it comes to personal safety and hygiene, put the power in the hands of consumers by creating apps, platforms and devices that allow them to individually safeguard their health

Stat: Indian shoppers are splashing out on fashion

Shefali’s Studio specialising in authentic Indian couture, India Shefali’s Studio specialising in authentic Indian couture, India

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.

Strategic opportunity

Brands and retailers hoping to court Indian shoppers must prioritise seamless e-commerce platforms with flexible payment options. And as the fashion sector experiences success in the region, beauty brands in particular should take note

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