We have spoken in past issues of Luxury Insights China about trust and the general lack of it in Chinese culture. This critical challenge has been a key driver for luxury brands to be seen regularly in the media, and to use the medium as a stamp of approval. The use of a celebrity face as an additional mark of trust has been widely used across many sectors from milk and alcohol to cars and watches for a number of years.

With luxury sales declining as a result of the economic crisis in Europe, and the Chinese becoming the world’s largest luxury consumer group, more international brands have developed 
a focus on the Asian market, and more brands…

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