Guerlain’s fragrance strategy in China: From skincare trust to fragrance authority
In 1993, Guerlain’s fragrance strategy in China was based on a contradiction: although founded in 1828 and renowned for its fragrance heritage, the French maison emphasized skincare over fragrance in the Chinese market. Its local growth was primarily driven by skincare and cosmetics, causing a tension between its global fragrance legacy and its market positioning […]
Luxury tiering strategy in China: How Guerlain balances accessibility and exclusivity
Luxury brands face a tension between growth and exclusivity, especially in China. Accessible products and experiences attract new consumers, but excessive accessibility can weaken scarcity, prestige, and perceived value. Guerlain’s luxury tiering strategy in China, showcased through skincare, fragrance, and customer experiences, sets a precedent for expanding recruitment efforts while maintaining exclusivity for high-value clients. […]
Affordable Luxury in China: Why value-led luxury is winning
Affordable luxury in China is not about compromise, but about credibility. Consumers seek status, quality, and brand recognition, and clear justification for higher prices. As Chinese luxury buyers grow more discerning, they prefer products that blend credible design, practicality, social value, and reasonable pricing. The ‘old-money’ fashion trend （#老钱风） has gained significant popularity in China. […]
Cracking China: How Coach balances expansion, pricing and brand image
Coach’s journey from a small New York leather workshop in 1941 to a global affordable luxury brand exemplifies the rise of accessible luxury. With annual sales of around $5.1 billion, Coach has built a strong presence worldwide, including a fast-growing market in China. Coach in China has become one of the brand’s key success stories […]
Chinese counterfeit products: A mirror of growth, consumption, and global trade loopholes
Chinese counterfeit products dominate the global fakes industry. In fact, China and Hong Kong accounted for close to 90% of the total value of counterfeit and pirated goods seized by U.S. Customs and Border Protection in 2024. Within China’s borders, forgeries of luxury-brand products are more prevalent than in any other country in the world. When […]
Reshaping the Chinese Luxury Market: Shifting Consumer Values and Transformative Retail Experiences
In 2019, McKinsey estimated China’s share of the global luxury market would grow to 41% by 2025. China’s luxury market has been mounting up for the past five years, doubling in size between 2019 and 2021. This growth was disrupted in 2022 due to the zero-Covid policy. In 2022, nearly every luxury category and most […]
From east to the runway: the irresistible ascent of Chinese designer brands
In recent years, at fashion shows and various events, many domestic and international celebrities have been seen wearing clothing from Chinese fashion brands, and an increasing number of Chinese designer brands are entering the international spotlight. At the 2023 Met Gala red carpet, Cardi B appeared in a specially tailored camellia dress designed by Chinese […]
The dawn of a new era for Chinese luxury brands: 6 hypotheses on the future of luxury in China
In 2023, China’s luxury market made a significant rebound, surging by 12% year-on-year after a pandemic-induced dip the previous year, Chinese luxury market is on track to become the world’s largest, with Chinese luxury consumption estimated to account for 35%-40% of the global total by 2030. Alongside the development of the Chinese economy and its […]
Gucci in China: a tale of elegance and cultural connection
The luxury goods sector has experienced significant growth in China over recent decades, triggered by a remarkable surge in disposable income. Consequently, renowned international luxury brands such as Coach, Hermès, and Prada have all strategically penetrated the Chinese market, seeking to capitalize on the burgeoning demand. However, among the abundance of luxury brands vying for […]
Ralph Lauren’s resonance with China’s 2023 online trends
Ralph Lauren Corporation, the American accessible luxury brand renowned for its polo shirts, entered the Chinese market in 2011, making it a relatively late entrant compared to brands like Louis Vuitton and Chanel. The company achieve a remarkable success among local consumers and, in 2023 Q3, its sales experienced a remarkable surge of over 30% […]
Bottega Veneta’s China success story: blending “quiet luxury” with cultural integration
Bottega Veneta opened its first boutique in China in Shanghai in 2007, and then quickly expanded to other Tier-1 cities such as Beijing, Shenzhen, and Guangzhou. It became part of the second wave of luxury brands to come to China, after the country proved to be a fruitful market for luxury brands. The brand continued […]
Louis Vuitton in China: continuously providing fresh experiences to consumers both online and offline
Louis Vuitton Malletier, also known as LV or Louis Vuitton, is a French luxury fashion brand founded by Louis Vuitton in 1854. The brand’s extensive range of products includes luxury suitcases, leather goods, shoes, watches, jewelry, accessories, sunglasses, and books. Louis Vuitton entered the Chinese market in 1992 and has since become one of the […]