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MADE (CLASSY) IN
CHINA
Long disparaged by Chinese (and other Asian!)
consumers, Chinese luxury brands are starting to enter
the global arena. 84% of Chinese luxury consumers
agree that “In the future, Chinese luxury brands will be
just as good as Western luxury brands.” (AddedValue,
2014).
One key driver? Chinese consumers are building not just
their bank accounts, but also their social and cultural
capital. Now, those consumers are moving away from an
obsession with (often foreign) luxury logos, and instead
demanding local quality, authenticity, craftsmanship
and heritage. Chinese brands are taking notice, and as
a result, China – both brands AND consumers – is
gearing up to be the next global capital of class.
The takeaway? If you want to reach the new Asian luxury
consumer, think local, quality, and understatement. Do it
yourself, or partner with the right local operation!
Rise of the future global capital of class
from Asia.
4.
www.trendwatching.com/trends/10-asian-trends-for-2015 10 ASIAN TRENDS FOR 2015 17

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