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24 Nov 2021

Tatler Asia enters into a new era and redefines media for the future

Tatler Asia (Tatler), the luxury brand with a legacy business in media, is reinventing itself for today’s values-driven consumer.

Recognising that people’s needs and behaviours are changing globally, Tatler Asia, which is traditionally known for being a luxury lifestyle media and publisher of the iconic Tatler magazines, initiated a study surveying luxury consumers, spanning Gen Z, millennials, boomers as well as high income earners to understand what people want and require from the media they consume.

In response, Tatler is evolving to place greater focus on topics with purpose, such as female empowerment, sustainability, equality, LGBTQ, philanthropy and entrepreneurship, and will create more content on these subjects. The brand will continue engaging with influential consumers, business leaders, creatives and personalities who are shaping Asia’s future, but will increase its younger audience base to reach Asia’s mass affluent, appealing to impactful individuals from a greater cross-section of communities and walks of life.

The survey gathered insights from over 2,000 people in Hong Kong, China, Taiwan, Singapore, Malaysia and the Philippines and explored people’s feelings towards luxury, wellness, sustainability and Asian culture, as well as asking respondents what they wanted from Tatler and the impact the brand has on their purchasing decisions. The results confirmed Tatler’s approach to expanding its content pillars and audience touchpoints, as well as reaching a younger, affluent audience.

In addition to expanded content pillars, the brand is adding new channels across multiple platforms with alternative business models that go beyond print and digital media. Tatler understands that experiences are vital to engage luxury consumers and one of their most successful spin-offs, Tatler Dining, leads the way by hosting initiatives such as Tatler Dining Kitchen, a culinary hub for food lovers to experience unique off-menu dining, whilst The Tatler Bar is a curated online and offline platform designed for the drink connoisseur.

Tatler also recently introduced branded VIP venues such as Tatler House, where intimate luxury gatherings, dinners, roundtables, product activations and more, take place. It also provides an exclusive “second home” for the group’s community across Asia to come together and experience the Tatler brand in real life. Tatler also recently launched Tatler Escapes in Hong Kong, a luxuriously appointed catamaran that can play host to events and experiences at sea.

The brand is also diversifying into e-commerce: Tatler Unlisted offers exclusive time-limited products and experiences for Tatler audiences, and the brand is also exploring rewards programmes following the launch of UnitedWeDine last year, which was curated to support the F&B industry in Hong Kong.

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