Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more

Back in 2010 I attended a forum organized by an old-world prestigious group that focused on dissecting the attitudes of modern Chinese affluent consumers and their tastes and needs from luxury. It was unforgettable. The key speaker was an older Frenc