Filip Sedic

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In this instalment of Luxury Marketing, we are joined by Filip Sedic, CEO of LELO. Specializing in high-end pleasure objects, LELO's entrance into China aims to offer a more discreet and stylish alternative to the existing market. Aimed at the luxury segment, there is a definite challenge for LELO to communicate this concept to its Chinese consumers. As 'luxury' in this region still refers namely to more conspicuous consumption of products such as handbags, cars and jewellery, LELO must educate its targeted market about the concept of luxury for one, rather than for show. Sedic feels such a change is already in motion and adheres to his vision of luxury marketing as 'open minds, different perspectives and new light'. Watch this iTV-Asia interview to find out more.

Filip Sedic is the founder and CEO of LELO, a leading Swedish design label operating in the high end health and pleasure market. Founded in 2003, LELO is taking on the Chinese market with pleasure objects aimed at the luxury market. Sedic's passion for luxury marketing is evident, and embraces the challenge of presenting products in a different light and from new perspectives.

Before founding LELO, Mr Sedic served as a project manager for the third generation radio base stations at Ericsson. Sedic left this position to fully focus his efforts on the development of LELO. Prior to his tenure at both LELO and Ericsson, Sedic developed software for Fibro System AB. He also founded one of Sweden's first Internet companies, Internet Marketing Centre, in the dawn of the IT-era.

Filip Sedic holds a graduate electrical engineering degree.

Luxury Marketing in China

Enter the world of luxury marketing in China. See the concepts and strategies behind luxury marketing in China driven by some of the top business leaders in this field. We take a look at China's rise in luxury spending, ranging from fashion, jewelry and mobile phones to cars, hotels and furniture. With trendy flagship stores opening around China, we find out how this continuing trend impacts Chinese marketing, advertising economics and consumer behavior.

Host: Clare Cheng - Founder/CEO, 4IN Group

Born and raised in Hsinchu, Taiwan, Clare Cheng has lived and worked in New York City, Taipei & China and is now based in Shanghai, where she contributes more than 16 years of international branding and integrated marketing experience to both local and international clients.
After starting her advertising career at LLT in NYC in 1993 (key clients including MCI, Citibank, and New York Life), Ms. Cheng decided to return to her motherland in 1995, joining Ogilvy Advertising Taipei. She was then the Head of Brand Marketing Communication for Tower Records, Hachette Filipacchi, TVBS, and California Fitness center in Taiwan. In 2003, she moved to China to found the 4 IN GROUP- Brand Consulting.
Cheng specializes in creative branding and integrated marketing/PR programs, assisting multinational companies with their entry into Asia as well as assisting local brands with market launches, and has been acclaimed by major media in Taiwan, China & overseas as one of the leading creative brand marketing specialists in Asia. She is also a frequent speaker at Branding/ PR conference in China.