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Luxury China. Market Opportunities and Potential

  • ID: 1267069
  • Book
  • October 2009
  • Region: China
  • 272 Pages
  • John Wiley and Sons Ltd
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Luxury China answers the question of how to succeed in the fashion and luxury industries of Mainland China. The country′s extraordinary economic boom has made it the world′s third largest market for fashion and luxury with unlimited potential in the future.

Key issues, such as the size of the Chinese luxury market and its evolution in different product categories are explained and illustrated. Readers will find comparisons between the Chinese luxury clients and that of clients from the rest of the world. This book covers topics such as:

  • Chinese luxury consumer behaviors and their preferences
  • possible market entrance strategies
  • elective retailing
  • successful communication and advertising strategies
  • effective campaigns against counterfeits in China.

Luxury China comes with business cases applicable to Chinese and international brands in main luxury product categories, such as high fashion, leather goods, watches, spirits and wines, decoration and table wares.

The authors have provided deep insights and updated information for the industry′s fast evolution in the market. This book comes equipped with practical and effective solutions for new brands that wish to explore their opportunities in this market. It will also prove useful for well–established brands facing the challenges of maintaining and increasing their market share. A perfect reference with solutions! 

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Introduction xi

Chapter 1: Challenges and Market Size 1

Case study: Alfred Dunhill 19

Chapter 2: The Chinese Luxury Client 29

Case study: Shanghai Tang 45

Chapter 3: Chinese Consumer Attitudes Toward Luxury 53

Case study: Rolex in China 77

Chapter 4: How to Distribute in China 85

Case study: Shiatzy Chen 99

Chapter 5: Retailing and Licensing in China 105

Case study: Louis Vuitton in China 125

Chapter 6: Communication and Advertising 137

Case study: The War of the Spirits 165

Chapter 7: Brand Protection and Counterfeit Activities 175

Case study: Liuli Gongfang: Breaking into Luxury by way of Glass 189

Appendices 195

Bibliography 241

Index 245

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Michel Chevalier
Pierre Xiao Lu
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