Research
September 4, 2015
Chinese affluence
By Jen King
While the lower price of luxury goods is certainly a driver for Chinese consumption abroad, brands must understand and anticipate the motivations that lie underneath the surface of purchasing.
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","iv":"99ce5201374df559928603f4e01ba0d6","s":"1acaff23fcd371cc"}
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