Retail
March 24, 2021
Despite their varying motivations for buying luxury brands, Chinese consumers love to mix and match labels and styles, creating a new market space. Image courtesy of Gucci x The North Face
By Glyn Atwal
If executives were to probe Chinese consumers on why they buy luxury brands, their responses would most likely confirm what they already know, or think they know. But are they missing a bigger picture?
{"ct":"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","iv":"893032877e0251f29f53b92379d69b56","s":"4488605da2ce4968"}
Share your thoughts. Click here