Fortune awaits US luxury brands in China

For most Chinese people, luxury’s origins are associated with Europe. French houses – such as Chanel, Cartier and Louis Vuitton – that were early entrants to China are reaping benefits from their lead.

Fortune awaits US luxury brands in China

Verona Chen with David Stewart Jigsaw/Hall & Partners

French brands have a head start in the blossoming Chinese luxury market, but US labels can capitalise on their associations with democracy, optimism and upward mobility

For most Chinese people, the origin of luxury is synonymous with Europe, and European fashion houses that were early entrants to China are reaping benefits from this lead – having access to prime real estate and longer exposure has created higher brand awareness and recognition.

The most successful brands, defined by retail expansion and brand passion, are predictably...

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