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Affordable luxury brands

As the focus of the global luxury sector, many international luxury brands want to enter China, and develop a profitable position, and plenty of brands in the sector give consumers a great deal of choice. However, at the current time these brands need to put more effort into clear positioning and to become more recognisable to the middle classes. In this very competitive market, the media and word of mouth can easily affect consumer perceptions and first impressions.

With the concept of affordable luxury and the growth of the sector, some Chinese and foreign brands have leveraged and aligned themselves with the term to raise awareness, brand image, and importantly, their sales price immediately. …

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