Like all luxury brands, International furniture brands need to constantly build awareness and differentiate themselves from their direct and indirect competitors in China. If an affluent Chinese consumer buys some normal domestic furniture, no matter how nice it is, or what it cost them, they would never broadcast this to their friends because it does not enhance their status in the eyes of others. Therefore international brand must via its marketing assist its prospective customers to improve their own status….

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