Content library

Mar
2013

Global fame is not Chinese fame

The Mulberry situation is not uncommon among brands that are new to China or those who aim to attract Chinese luxury tourists through their doors. Many brands may have ‘fame’ elsewhere in the world, but this does not directly translate to ‘fame in China’, and in fact there are brands here that have positioned themselves as luxury that have a lower status elsewhere in the world. It’s all about positioning and regular communication…..

The full article content is only available to Luxury Insights China subscribers.

Share

Comments are closed.

Top