Retail in Asia

In Sectors

New trend in China: luxury buying cloaked in moral virtue

Luxury in China is no longer simply about possession, status or exclusivity. Rather, it is about what the consumer stands for.

Once upon a time, everyone wanted to own a Hugo Boss product. Then it was Rolex, Burberry, LV and the list goes on. Today, China’s shopping malls are saturated with luxury brands, and luxury consumption has become commonplace. As a result, luxury can no longer be defined simply by exclusivity. Consumers are demanding an innovative, new approach.

Luxury in China today is increasingly about the ability to mix styles and blend collections, and to fashion personalised statements. In the future, personal statements will be increasingly understated.
 

(Source: Shanghai Daily)