The new wave of Chinese rap music: how can brands engage with it
The Chinese rap music trend started in the late 90s when Chinese people were heavily influenced by US hip-hop. The lyrics were originally written to send a message of social critique, a form of rebellion from oppressive censorship and the limitation on self-expression. Indeed, the first rap songs were shared through illegal sites and then […]
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 […]
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 […]
‘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 […]
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 […]
Five steps to future-proofing for luxury brands in China
China’s luxury market accounted for 20% of the global luxury market in 2020 and it is expected to become the largest luxury market by 2025, thereby surpassing the regional share of the Americas and Europe. According to the report jointly released by Ruder Finn & Consumer Search Group, consumer confidence has been restored as 41% […]