Ruonan Zheng
Jan 13, 2020

US affordable luxury brands’ problems run deeper in China than the trade war

A problem often overlooked is their waning desirability among the Chinese consumer - whose knowledge of affordable luxury brands started to shift long ago.

China in 2010 was markedly different from how it is now. Consumers would flock to stores from the likes of big US luxury goods makers Michael Kors and Kate Spade often bypassing Prada and Louis Vuitton in the process. Now, a decade later, it feels like the warm glow of these brands is fading increasingly mature consumers are shifting their preferences and shopping elsewhere. Rising tariff costs are only adding to the woes of these brands, meaning they...

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