ESCP Europe

Luxury China answers the questions 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. The book 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.