Due to the pandemic, Chinese consumers are are now looking to trade up and buy “investment pieces”, instead of buying trendy seasonal apparel items.
With heightened political and social tension between Hong Kong and mainland China, luxury brands should pay extra attention to what they say, do, and sell.
A cultural insights expert argues that luxury brands must engage in regular 'cultural pitstops' to avoid errors like those made by Givenchy, Coach and Versace—and that there's no excuse for getting it wrong.
As more brands, including Versace, Coach and CK, suffer consumer ire over geographical gaffes in China, analysts say the events underscore the need to get serious about China-centric strategy.
Both fashion houses have seen their ambassadors quit and have become the subject of debate on Chinese social media for listing territories China considers part of the mainland as separate countries.
Whether trying to make up for past sins, attesting to genuine year-round support of women or missing the mark with a lame discount, many brands have decided they can't miss out on International Women's Day.
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