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.
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© 2013 Katrina Panchout
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Panchout, K. (2013). Engaging With The Luxury Consumer In China. In: Hoffmann, J., Coste-Manière, I. (eds) Global Luxury Trends. Palgrave Macmillan, London. https://doi.org/10.1057/9781137287397_7
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DOI: https://doi.org/10.1057/9781137287397_7
Publisher Name: Palgrave Macmillan, London
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