‘Knot’ your typical athlete: Tiffany & Co X Eileen Gu

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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

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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

Guerlain

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 […]

The market strategy of Prada in China: digitalization and localization

Prada in China

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 […]