Luxury labels need to evolve into more flexible entities if they want to thrive in China, so they must implement new marketing strategies that drive luxury sales.
Companies greatly underestimate the damage that promoting a luxury brand can cause, with many brands assuming that the only way to survive in the short term, is to lower prices.
A tool that lays out hidden markups of digital media buying and potential arbitrage in China has caused a stir following its release last month.
Consumers want both a touch of luxury and affordability. Smart FMCG companies will give them both with 'masstige' innovations.
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