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 […]
Gucci’s strategy in China: What has Gucci done right to win China over?
Founded by Guccio Gucci in 1921, Gucci is one of the oldest Italian luxury brands in operation today. Starting out in a small fashion house as a luggage manufacturer, producing luxury travel goods primarily for Italy’s wealthier classes, after 100 years’ development, now this brand has become a top-notch global brand and expanded its variety […]
Guerlain in China: Perfume market strategies from 1993 to today
French premier luxury brand Guerlain under the LVMH group is one of the most successful foreign brands who has built a wide presence in the cosmetics market in China, particularly skincare, make-up, and perfume. Over the years, it has learned to adjust its marketing strategies – particularly those involving its products, engaging campaigns, and consumer […]
Prada’s back-to-back game-changing campaigns: What drives a luxury brand from cat-walk to wet market?
On September 24th, 2021 Prada introduced its spring 2022 women’s wear collection through two synchronous fashion shows in Milan and Shanghai. It is the first time in fashion history that a show happened in two different cities simultaneously. Successively, Prada packed up its glam and cat-walked into one of Shanghai’s traditional wet markets for it […]
The market strategy of Prada in China: digitalization and localization
Prada is an Italian luxury brand founded by Mario Prada in Milan, Italy in 1913. The company entered the Chinese luxury fashion market in 2011 with a fashion show called “Prada RTW Spring 2011” to build its influence in the country. In the second half of 2020 and the beginning of 2021, Prada became one […]