How to Make Chinese Luxury Brands More Successful
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Published:
Jun 7, 2017
Keywords:
luxury fashion brand, brand innovation, narrow nationalism, Chinese market, consumer behavior
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Abstract
Chinese luxury brands are emerging, and Chinese customers even account for half of the global market of luxury consumers. However, only a few Chinese domestic luxury brands occupy these markets. So, there is a huge gap between Chinese luxury consuming and luxury production. This paper aims to find out an explanation for China's low market share. By comparing Chinese luxury brands to other international luxury brands, this research comes up with an innovative view of the flaws in Chinese luxury markets and proposes advice to Chinese luxury brands with respect to four areas: process lenth, item quality, brand innovation, and narrow nationalism.
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Business
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