Engaging With The Luxury Consumer In China

Katrina Panchout

Chapter 6 in Global Luxury Trends, 2013, pp 89-100 from Palgrave Macmillan

Abstract: Abstract The transformation of luxury goods from the privilege of the elite to an attainable 21st-century dream has seen dramatic changes in targeting strategies used by luxury goods to reach consumers and geographical markets. An ever-expanding economic and geographic market plus changing attitudes across the consumer landscape are resulting in a disintegration of boundaries, both geographical and socio-demographic. Product-range stretching and extension are adding to a general democratization of consumer attitudes to, and uses of luxury goods. The luxury sector has gradually moved from being perceived as a fairly restricted, elitist dream based on design creativity, to a massive economic sector with sharp retailing skills.

Keywords: Social Medium; Brand Equity; Chinese Market; Luxury Good; Chinese Consumer (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28739-7_7

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DOI: 10.1057/9781137287397_7

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