Nisarat Chomphupong, Director of Wealth and Investment Consulting, SCB CIO, Siam Commercial Bank, revealed that Thailand's luxury industry remains a top performer in terms of both spending value and digital engagement. A survey conducted by LINE Thailand in collaboration with IPSOS found that 53% of consumers are likely to spend more on luxury products, and over 59% are likely to purchase online. Meanwhile, 55% of Thai consumers follow luxury brands on LINE Official Accounts (LINE OA), an increase compared to the previous year. It is projected that by 2025, overall spending on luxury brands on the LINE platform will grow by 15%. Furthermore, significant changes in Thai consumer behavior and purchasing trends for luxury products have been observed. For example, "shoes" became the most popular luxury item among Thais last year, with 77% purchasing them, followed by clothing at 73%, watches at 70%, and bags at 69%.

Thais purchase luxury products for: "Reward yourself" is a trend, with men primarily focusing on product quality, while women prioritize personal style and special occasion wear over product quality. "Gen Z": A noteworthy new follower group: The total number of LINE OA followers for luxury brands in Thailand grew by 33% this year. Two notable groups are males aged 20-39, which increased by 53%, and Gen Z aged 20-29, which increased by 47%. This reflects a new target group, particularly Gen Z, who tend to purchase luxury products emotionally and want to "express themselves," unlike Millennials and Gen X, who still value "quality and craftsmanship." Search online before making a purchase: Over 99% of consumers choose to research online, with over 66% of online searches occurring within the LINE ecosystem, including LINE OA and brand-name discussion groups on LINE OpenChat.

Follow LINE OA to receive personalized information and support, with 40% following for detailed product information and 40% for exclusive offers available elsewhere. Interestingly, Gen Z opted to subscribe to receive product warranty information or after-sales service, reflecting their preference for in-depth information, speed, and personalized care, which led Thai consumers to choose LINE OA. 94% said that speaking with a Sales Advisor (SA) via LINE OA made them feel special and more confident in their purchasing decisions. Digital trends are driving Thai luxury brands into the era of luxury marketing on LINE. With increased online access to luxury product information, brands are merging their offline and online strengths to enhance marketing efficiency and drive purchase decisions. This is reflected in the growing use of LINE marketing tools across various dimensions, including:

Unveiling strategies for creating localized luxury experiences via LINE from global brands. ZEXP, a leading agency in the Thai luxury market, revealed an interesting marketing direction for luxury brands this year, focusing on one-on-one chat communication for personalized product recommendations and the use of AI to optimize efficiency and reach consumers. Global luxury brands are transforming their communication strategies to localize their products through LINE, enabling one-on-one communication and connecting the online and offline worlds. From building awareness to closing sales, LINE OA promotes product images to entice Thai customers to continue shopping on LINE, all without logging in.

Or create gamified campaigns that engage customers by playing on LINE to win exclusive digital prizes from the brand and share with friends to build buzz. Or create offline storefront campaigns using LINE Beacon technology to invite them to add the brand's LINE OA as a friend. Brands can segment their customers and broadcast content to each group through LINE OA. This can be achieved through engaging game play to maintain customer relationships, inviting them to experience new products instantly in-store, or offering access to exclusive offline events. These are examples of campaigns that seamlessly integrate online and offline.

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