Luxury marketing in China's lower tier: Insights from Volkswagen and Tiffany
Tessa Thorniley
The rise of China has had a huge impact on the luxury goods industry; the country is second only to Japan in terms of expenditure on high-end items. But at a time when China's economic expansion is slowing, and brands are seeking new markets in lower-tier cities, how is Chinese luxury marketing changing?
At the Market to Watch: Building Brands Beyond Tier One in China conference in Shanghai, several luxury brands came together to reveal which strategies were working in the current climate, and what luxury...