Brands & Branding and Private Labels Case Study

Luxury Brands in China: Profiting from Scale

OR

Abstract:
China's 1978 economic reforms helped boost its economic growth and in turn, the income levels there. China's demography too changed - with thousands of millionaires and a growing middle class coming up. All this had an impact on the country's luxury industry, whose growth is expected to jump from 1% in 2000 to 29% by 2015, making it the largest market for luxury brands. However, China is a complex cultural market.

Pedagogical Objectives:

The case study helps students:
• Analyse the impact of China's economic reforms
• Discuss the growing demand for luxury brands
• Assess Chinese consumer behaviour
• Discuss various strategies
• Analyse the challenges for players.

Keywords : Luxury Brands; Counterfeiting; Luxury Retailing; Tourism and Luxury Industry; Brand Image; L'Oreal; LVMH; Competition; Critical Success factors; Market Entry Strategies; Consumer Behaviour; Industry Analysis Case Study; Industry Dynamics; Brand Building; Challenges for Luxury Goods Companies

Contents:

• China's Economy: Growing Middle-class Consumers and the Evolution of Luxury Customers
• China's Luxury Market
• Luxury Brands in China
• Challenges