Executive Summary

In China, luxury brands hold exhibitions not only to publicize their brands but also to deepen the relationship with the customer. We look at recent exhibitions by luxury brands and their impact, particularly on social media.

• The exhibitions allow consumers to have an immersive 360-degree experience to cultivate brand affection and engagement.
• Exhibitions can create buzz on social media, and not just from celebrities or key opinion leaders (KOLs) but from posts by real consumers.
• Luxury brands also link exhibitions with events in culture, art, music or travel, so consumers associate the brand with specific lifestyles.