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Business trends

Luxury brands appoint Asian ambassadors to strengthen digital presence

Furla, Dior and Burberry turn to influencers to reach millennial spenders

Almost half of Italian brand Furla's revenue comes from the Asia-Pacific region.

TOKYO -- Luxury fashion brands are increasingly tailoring their marketing to the Asian markets that drive their sales growth, using familiar faces to promote their goods to consumers who spend as much time online as they do in stores.

Italian bag brand Furla relies heavily on Asian customers. The Asia-Pacific region accounted for almost half of its worldwide revenue of about 500 million euros ($585 million) in 2017. Japan made up 23% of the total, whilesales in the rest of the region grew by 50%.

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