Engaging With The Luxury Consumer In China

  • Katrina Panchout
Chapter

Abstract

The transformation of luxury goods from the privilege of the elite to an attainable 21st-century dream has seen dramatic changes in targeting strategies used by luxury goods to reach consumers and geographical markets. An ever-expanding economic and geographic market plus changing attitudes across the consumer landscape are resulting in a disintegration of boundaries, both geographical and socio-demographic. Product-range stretching and extension are adding to a general democratization of consumer attitudes to, and uses of luxury goods. The luxury sector has gradually moved from being perceived as a fairly restricted, elitist dream based on design creativity, to a massive economic sector with sharp retailing skills.

Keywords

Social Medium Brand Equity Chinese Market Luxury Good Chinese Consumer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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© Katrina Panchout 2013

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  • Katrina Panchout

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