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":"9e21bcb7376d944c7d1b0c1e7394ea2a","s":"9ee5940cb886bef2"}
Share your thoughts. Click here