Given the established status of brands such as LV, Gucci and Chanel, its not surprising that they still top the ‘most wanted’ list of the traveling Chinese. What the survey wasn’t able to identify is the brands that are now being sought out by the more knowledgable and more experienced travellers. What would be interesting to know is that out of those who travelled to the US and Europe, which brands did they specifically search for? Our view is that the ‘other’ category below was likely to have been made up of the 4% who travelled the greatest distance. ….

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