With the Asian economic strength improving and the purchasing power strengthening, Asia can’t be approached as a laggard market anymore, where consumers will buy anything just because it’s foreign, or has European heritage.
It’s not a wise idea to consider Asia as a homogeneous market. For example, Indian luxury consumers are particularly influenced by what others think of them. They consume to achieve societal acceptance, reflecting the hierarchical nature of the society. In the contrast, Indonesians seek to enhance themselves through consumption.
For luxury brands, they should be applying these insights in their marketing strategies. For India consumers, they are likely to be drawn by messages about the product’s social acceptability. In Indonesia, you would might to customize the sales pitch to include some emphasis on how a brand could enhance a consumer’s sense of self and make them feel good about themselves.
Overall, connecting the idea of buying luxury brands with personal identity and pleasure may be the best strategy. Aside from this, the clear message is that different countries in East and West perceive luxuries very differently. However it is convenient to treat the world as one market, it doesn’t fit the reality on the ground.