International Luxury Brand Strategy

4International luxury brands’ consumer management

DOI: 10.4324/9780429463884-5

“Luxury consumption demand is the oldest and most authentic demand of human beings. We cannot deny it.”

– Pierre Xiao Lu

LV and Chinese consumers¹

Since China implemented its opening-up and reform practices 35 years ago, urban Chinese people born in the 1970s and the 1980s have been playing a more important role in consumption than the “lost generation” who grew up during the Cultural Revolution. Most people in the lost generation missed the opportunity to receive higher education and grew up in an environment of cultural emptiness, while most post-1970s and post-1980s generations finished their college and university studies and grew up in a totally different ...