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Oct
2013
Demonstrating ‘big’ stature
category : Brands & Management | Luxury insights China © 2016 FDKG Ltd.
So how do brands demonstrate that they are large and stable, yet retain their exclusive and luxury status? The terms ‘big’ and ‘famous’ can have a similar perception in China in the eyes of the consumer. If a brand has 100 stores it is seen as big and financially secure, so how can smaller brands leverage the concept of big in China? …
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