6International luxury brands’ global marketing

DOI: 10.4324/9780429463884-7

“A successful luxury brand must have advanced concepts and management implementation abilities”.

– Pierre Xiao Lu

Multiple brands or an independent brand: which is better?1

According to the annual reports of LV and Hermès for 2010, the two luxury brand companies respectively achieved per capita turnover of €3.35 million and €3.25 million. In contrast to high-tech companies and financial companies, wealth creation and growth of international luxury brand companies has remained steady over a long period of time. International luxury brands have become the best wealth creators with their stable and efficient business models.

Today, China has become the world’s largest ...

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