With an astounding 355 million active users in Asia alone, WeChat is the go-to platform for brand interaction. But despite being known for its sticker marketplace and online games store, in China luxury brands are beginning to pay WeChat more attention.

From messaging to social media to a marketplace to browsing the internet, WeChat is the app the does everything. While Western companies and app developers race to unbundle their services into efficient single-purpose apps, WeChat continues to add feature after feature.

Though mainland China's luxury market is slowing down, Chinese shoppers still account for a large portion of the worldwide luxury market. Could market calculations be missing out statistics like these? Do mainland markets no longer represent a population's habits?

What is luxury? How does strategy in the luxury sector work? And what can it teach other brands? Marco Bevolo, one of the authors ofPremium by Design: how to understand, design and market high end products, provides a vision of the business of prestige, desire and seduction.