Why an increasing number of luxury brands fail in China

The notoriety of a luxury brand does no longer suffice for the evolving consumer base in major emerging markets such as China. As they travel internationally, more and more Abroad, Chinese consumers have become familiar with Western standard of customer service which they do not always find in the local stores of the same brands. Another important factor some luxury brands have been overlooking in China is the origin of the products. While in Western markets, luxury goods consumers have become all too familiar with products made in Asia, for Chinese luxury consumers a luxury branded product which is made in their home country is becoming a drawback, some even perceiving the products as being counterfeited. 

The complete Analysis will be published in the ANALYSIS section on Tuesday, 15th June.