Luxury marketing in China’s lower tier: Insights from Volkswagen and Tiffany

This report, from the ‘Market to Watch: Building Brands Beyond Tier One in China’ conference, discusses the successful strategies of Volkswagen, the automaker, and Tiffany, the jewellery brand, for expanding their sales into lower-tier Chinese cities.

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

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