How does the Gen Y luxury customer consume information? Would they buy a big-ticket item online? Are they being targeted through the right channels? We ask Vashty Soegomo all these questions and more.
Where do you get your information on the latest watch & jewellery product launches, and trends?
Vashty Soegomo Mostly from magazines like Singapore Tatler.
(Related: Chadwyn And Tara Tann: How Social Media Changed The Luxury Conversation)
How do you consume luxury news and launches online?
Soegomo Definitely social media, especially Instagram. I follow the official brands I love as well as style influencers to get an idea what’s the hottest trendx right now.
(Related: Lam Tze Tze: How Social Media Changed The Luxury Conversation)
Would you buy a statement-making jewellery that has been worn before on the red carpet?
Soegomo Not sure if I am into buying an item such as jewellery worn by someone else. But you never know, perhaps if it was previously own by the likes of Audrey Hepburn or Grace Kelly then I probably would.
(Related: Diane and Nycky Lim: How Social Media Changed the Luxury Conversation)
Would you buy a luxury item if you have seen it heavily exposed on blogs, Instagram and Facebook?
Soegomo Sure why not. My motto is if you like it, buy it. But never buy any item just because you are following a trend. That is why when I buy any luxury item. I always think: ‘would I be able to wear this in two to three years’ time?’ If the answer is no, I would consider it again.
(Related: Lydia Lim: How Social Media Changed The Luxury Conversation)
Do you engage with your followers on Instagram/Snapchat when you make a big purchase?
Soegomo No. I am not the type to show to the public my latest purchases.
Do you buy luxury jewellery or watches online?
Soegomo I don’t. I would always go to the store. I need to try it out and it needs to excite me. It’s more personal that way.
Do you think the digital landscape has altered the purchasing experience?
Soegomo I don’t think it has altered the purchasing experience. It’s just about personal preferences: if you’re a busy person and know exactly what you want, it’s probably the best to shop online. Click, click, buy, the item is delivered to your house. It’s very easy.