![Brand equity and storytelling is no joke in the China market, and 10 years from now, it will be standard for successful luxury brands. Image credit: Louis Vuitton. Illustration: Haitong Zheng/Jing Daily](https://cache.luxurydaily.com/wp-content/uploads/2019/12/Jing-Daily-123119.jpg)
Luxury 2030, part 2: The rise of purpose-driven brands
Posted By a Luxury Daily columnist On In Industry sectors,Retail | No Comments![Brand equity and storytelling is no joke in the China market, and 10 years from now, it will be standard for successful luxury brands. Image credit: Louis Vuitton. Illustration: Haitong Zheng/Jing Daily](https://cache.luxurydaily.com/wp-content/uploads/2019/12/Jing-Daily-123119.jpg)
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","iv":"dade00b9799fc177b7fc0db1938600d9","s":"bc633e11ab595381"}