Luxury Marketing, Sustainability and Technology

9 Localized Luxury and Luxury Marketing Meaning Makings of Chinese Luxury Brand

Ting Jin, Wei Shao and Park Thaichon

DOI: 10.4324/9781003321378-9

9.1 Introduction

While many Western luxury brands have achieved success in the Asian market (Butt & Roberts, 2014), Chinese consumers have been predicted to be the strongest purchasing group of consumers in the global luxury goods market (Danziger, 2020), spending $73.6 billion on luxury goods in 2021, up 36% from 2020 (CNBC, 2022). Previous studies on Chinese consumers have mainly focused on how Chinese consumers are willing to purchase global luxury brands such as Hermes, Chanel, and Prada as status symbols (Li et al., 2012; Wu et al., 2017). Researchers such as Wang et al. (2011) and Zhang and ...