CHANEL Mission 1.5°: What Chinese consumers think about Chanel’s sustainability strategy
Chanel, one of the most famous fashion houses in the world, entered the Chinese market in 1999. Following the country’s economic growth, the firm also expanded and gained more and more popularity. By 2021, Chanel was the favorite brand of Chinese customers, according to Agility China Luxury Brand Affinity Rankings. In the Chinese market, Chanel […]
The future challenges of Chinese luxury watch brands: domestic players bet on innovation
In line with the objectives of the ‘Made in China 2025’ plan, China is committed to move up the value chain, turning its products into a synonym for high-quality and innovation. According to the National Bureau of Statistics of China during 2022 H1, the per capita disposable income nationwide was US$2,537.03, recording a nominal increase […]
What happens when luxury fashion brands tap into the F&B industry in China
Luxury brands are venturing outside of their core market segment, especially when it comes to Asia. Beyond expanding into fashion-related sectors, such as beauty and jewelry, several luxury fashion brands decided to tap into the F&B industry. In 2015, Gucci made the move to open a restaurant called “1921 Gucci Café” in Shanghai’s luxury shopping […]
Max Mara in China: the fashion brand chic women always wear
Founded in 1951 in Reggio Emilia, Italy, Achille Maramotti turned Max Mara into one of the most prestigious women’s fashion brands with his great grandmother’s heritage of “theory of cutting.” Today, Max Mara is a luxury fashion empire operating in about 105 countries with over 2,500 single-brand stores and 10,000 multi-brand stores, including 35 labels […]
LA MER in China: how LA MER became one of Chinese consumers’ favorite beauty brands
LA MER has a legendary brand story that distinguishes it from any other cosmetics company. While most skincare products come from laboratories, LA MER is developed by a space physicist – Max Huber. Huber had suffered burns during an experiment and therefore spent years searching for ways to heal his damaged skin but could not […]
No longer “Made-in-China”: The Rise of Chinese Designer Brands and “Guochao” Originality
In September 2021, Chinese designer Rui Zhou was awarded the LVMH Karl Lagerfeld Special Jury Prize. As one of the only three recipients, Zhou directs the spotlight on the emerging young designers in China. In recent years, Chinese designer brands are gaining domestic and international popularity. Young, independent Chinese designers challenge the “Made in China” […]
Walking the cyberspace: How luxury brands can leverage the metaverse and NFTs to win over China
The emergence of new technologies, such as the metaverse and NFTs, is untapping a plethora of new opportunities, and luxury brands look willing to utilize such new tools to connect with Chinese tech-savvy young consumers. As the physical world intertwines with the virtual reality, “Metaverse” has never appeared in the public eye with such a […]
The dawn of a new era for Chinese luxury brands: 5 hypotheses on the future of luxury in China
The luxury market in China is poised to become the largest in the world. According to McKinsey, China will contribute to 41% of global luxury consumption by 2025. Although there are numerous well-renowned foreign brands, Chinese luxury brands like DUANMU and Shangxia, have been gaining momentum over the past few years. If foreign brands do […]
‘Knot’ your typical athlete: Tiffany & Co X Eileen Gu
On March 12th, 2022, the latest part of Tiffany and Co’s Not Your Typical City campaign was released on Xiaohongshu（小红书, Chinese equivalent of Instagram) – a selection of reels (short, entertaining videos) where global ambassadors individually share their opinions on New York City, dressed head to toe in the new Tiffany Knot Collection. The under-30-second […]
China Chic: The Emergence of Chinese luxury brands
Nowadays Chinese consumers are a major driver of growth for the global luxury industry and their importance is bound to increase in the years to come. Indeed, mainland China is expected to become the world’s largest luxury goods market by 2025, thereby surpassing the regional share of the Americas and Europe. Covid-19 travel restrictions induced […]