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Aug
2013

The affordable luxury market

In China, the traditional luxury brands are still ‘luxury’ to the majority of consumers, and in their eyes, existing fast fashion brands cannot meet the requirements of quality and design. So the affordable luxury market fills the gap between the ‘Luxury market’ and ‘Mass market’.

The concept of affordable luxury was first introduced into China in 2008 when Coach increased its investment in the market. The industry generally didn’t understand Coach’s positioning, and thought the concept was just self-hype from Coach to associate itself with luxury, and increase brand awareness. However, after its continuous growth in China since that time, people have realised that Coach did identify a huge and untapped affordable luxury market. …

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