The Evolution of Luxury Consumption in China

Serena Rovai

Chapter 11 in Luxury Brands in Emerging Markets, 2014, pp 130-134 from Palgrave Macmillan

Abstract: Abstract This chapter investigates how the Chinese luxury landscape is evolving, and the implications for international luxury brand strategies. Three key drivers of change are identified. First, how the meaning and perception of luxury is embedded in the past, but is responding to the changing public sentiment. Next, how new regions in China represent an increasingly significant market opportunity for long-term luxury brand sustainability. Finally, the increasing significance of heritage and country of origin, which enable international luxury brands to connect with current, but also prospective Chinese luxury consumers.

Keywords: Silk Fabric; Luxury Good; Brand Awareness; Chinese Consumer; Luxury Consumption (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-33053-6_12

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DOI: 10.1057/9781137330536_12

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