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The Evolution of Luxury Consumption in China

In: Luxury Brands in Emerging Markets

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  • Serena Rovai

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.

Suggested Citation

  • Serena Rovai, 2014. "The Evolution of Luxury Consumption in China," Palgrave Macmillan Books, in: Glyn Atwal & Douglas Bryson (ed.), Luxury Brands in Emerging Markets, chapter 11, pages 130-134, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-33053-6_12
    DOI: 10.1057/9781137330536_12
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    Cited by:

    1. Davide Galli & Federica Bassanini, 2020. "Reporting Sustainability in China: Evidence from the Global Powers of Luxury Goods," Sustainability, MDPI, vol. 12(9), pages 1-18, May.

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