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To be, or not to be a luxury brand

There has been quite a large amount of press recently here about a French luxury jewellery brand called Matzo Paris entering China with big plans to open 45 stores, and to compete with the likes of Cartier and Tiffany. Their story is that they have served the French aristocracy for hundreds of years, and now they plan to do the same in China. Theirs is not an uncommon approach to the Chinese market, but in this case, and the reason that we are talking about it here is that, it is an interesting case study for a number of reasons…

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