SHANGHAI: A number of American and British luxury brands are challenging the traditional dominance enjoyed by their continental European rivals in China, according to a recent report.

In an examination of how UK and US luxury brands fared in this month's Hurun Report from the Hurun Research Institute, Jing Daily noted that US jewellery brand Tiffany and UK fashion label Burberry did particularly well.

For the first time, Tiffany was included among Chinese consumers' top three jewellery brands, behind Bulgari and Cartier, and it was also named as the number one US luxury brand for Chinese high-net-worth individuals.

Burberry was ranked third in the Hurun list of top fashion labels for women, behind Chanel and Dior of France, and was placed among the top five fashion labels for men. Separately, tech giant Apple was named as the top global brand for gift-giving.

Amid signs that Chinese consumers are beginning to shift their preferences, Hurun attributed the rise of these "Anglosphere" brands to their digital marketing efforts as well as the greater exposure Chinese travellers gain from going abroad.

For example, the UK made it onto the survey's list of the top 10 travel destinations for China's wealthy this year and is their number one destination of choice for education.

This means it would be to the advantage of Western luxury brands if they targeted Chinese consumers before they travelled, according to Hurun Report chairman Rupert Hoogewerf.

"With seven out of 10 purchases of luxury now being made outside of China, this makes influencing the luxury Chinese consumer in their home country before they travel of paramount importance," he said.

Data sourced from Jing Daily; additional content by Warc staff