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What’s in a term?

In the last issue of luxury Insights China we reviewed the affordable luxury handbag sector in China, one that was in essence originally created by Coach and then adopted by other premium brands to attract the middle class and affluent consumer classes of the country. The term has also seeped into the PR and positioning of brands in other sectors for similar reasons; a chance to upsell and up-position what in many cases are premium brands elsewhere in the world in a country where ‘luxury’ means status…

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