Luxury China. Market Opportunities and Potential

  • ID: 1267069
  • Book
  • 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, a graduate of HEC in France, holds an MBA and a Doctorate from Harvard Business School. He started his career at the Boston Consulting Group, then worked for S.C. Johnson and moved into the luxury field. He was successively general manager of Paco Rabanne Perfumes, chairman of Paco Rabanne Fashion, executive vice president of Bluebell Asia Ltd. in Hong Kong and in Tokyo, as well as chairman of the Revillon fashion group in Paris. He is now a consultant for EIM in Paris and office manager of EIM Shanghai. Michel teaches at University Paris Dauphine and Institut Supérieur du Luxe in Paris specializing in luxury for their MBA course. He has also published  numerous articles in journals on retailing and coauthored the books,Pro Logo andLuxury Brand Management, with Gérald Mazzalovo.

Pierre Xiao Lu is an Assistant Professor of Marketing at Fudan University’s School of Management in Shanghai and the Visiting Professor of Marketing at ESSEC Paris–Singapore. He also consults for many multinational luxury firms, such as Lacoste S.A., LVMH, PPR–Gucci and MasterCard. Professor Lu specializes in luxury consumer behavior in China and luxury brand management in Asia. After working for several years at ESSEC’s luxury industry research center, he received his Ph.D. from ESSEC Business School Paris. His articles on the luxury industry and Chinese luxury consumers have been published in professional and academic journals, such asAMA,AFM,Comité Colbert,Harvard Business Review China andFinancial Times China. He is also the author ofElite China and translatedLuxury Brand Management into Chinese.
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