The luxury consumer is now in the store, the environment is one they feel comfortable with, there are hooks that attract them to stay focused, the next task is for the retail staff to engage with them. Chinese luxury consumers in tier one cities these days are considerably more knowledgable than they were two years ago, and often they consider retail staff as lesser market experts and certainly not of their social status.

The challenge for the sales staff is to negate this attitude if they are to make a sale. To do this, they need to talk with the luxury consumer in a manner where they share learning experiences, allowing they to demonstrate their knowledge and to impart to them some new information that the brand wants them to know…

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