Despite the global economic downturn, some 65% of wealthy Asian shoppers still spend on luxury brand-name products when they go abroad, says Publicis Media.
Bertilla Teo, chief executive of Publicis Media Greater China, said global brands are still the most powerful magnet for affluent Asians planning to travel abroad.
"Shopping for Asian travellers is an automatic behaviour in their travel experience. Asian shoppers shop in different countries to experience how people live and play," she said.
According to a survey by Publicis Media, 25% of affluent Asian travellers still look for information about global brands while preparing their trips. Only 16% of them look for information regarding local designers.
The survey was conducted among 5,800 luxury consumers in 10 markets in Asia-Pacific comprising China, India, Indonesia, Malaysia, Thailand, the Philippines, Singapore, Hong Kong, Taiwan and South Korea.
The appetite for global brands is strongest with travellers from China at 46%, followed by Indonesia and India at 32% and 31%, respectively.
Shopaholic travellers exist in India, China, Indonesia, Malaysia, Thailand and the Philippines, with 60% of Chinese surveyed wanting more shopping. The survey found 24% of Asian shoppers planned to buy non-luxury items like souvenirs, wine, liquor and sports apparel.
"Asian consumers are willing to spend beyond their budgets on luxury products," said Mrs Teo. "However, 66% of affluent Asian travellers changed their minds and ended up not purchasing one or more brands initially on their list."
In Thailand, American luxury apparel brand Brooks Brothers, which is imported by Minor International Plc, has drawn many wealthy Asian travellers during the first quarter this year. The brand is available at Bangkok malls such as Emquartier, Siam Paragon, Siam Discovery and Gaysorn.
"Our apparel sales are quite strong, attracting premium tourists from Asia since the first quarter," said an employee of Brooks Brothers at Gaysorn mall. In general, travellers from China, Hong Kong and Taiwan spend more for the brand-name products than Thais, said the employee.
Publicis Media suggested Asian brands enhance their digital media content by using different languages and multiple-channel platforms to reach Asian travellers.