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The Chinese luxury consumer 2014

Moving forward 24 months, oh how things have changed! The homogeneous mass of luxury consumers has fragmented and continues to do so. Not only are individuals behaving like individuals, but they are far more knowledgeable that one might expect for a two year break. Their lives have moved on, as have their interests and visions of themselves. So where does this leave luxury brands and their customer relationships?

The first and critical point for any luxury brand selling to the Chinese is to acknowledge that these consumers know their value to you, they are smart and will not give up data that might help you, unless there is something significant in it for them. They want you to…

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