China was the third largest luxury goods consumer in the world in 2004 and China has become one of the fastest-growing markets in the world for luxury labels. This red-hot market projected to be the largest luxury brands consumer in 2015. Just like Tom Ford said that:
“We are finished here in the West-our moment has come and gone. This is all about China and India and Russia. It is the beginning of the reawakening of cultures that have historically worshipped luxury and haven’t had it for so long.”
After that I need to introduce the situation that China after Cultural Revolution
Due to the Cultural Revolution, both economy and fashion in China have been delayed for decade.
After the Cultural Revolution, the government holds reform and opening policies. Suddenly, the western cultural and fashion information rush to China. The foreigners and Chinese notions of foreignness have been irrevocably linked with the “Luxury”
People begin to understand the “wealthy” West.
Luxury Brands come to China
This part I got three examples
1.Successful example: Pierre Cardin
2.Confused in Western Style: Yves Saint Laurent
3.Cultural misunderstandings: Giorgio Armani
Luxury Brand Nowadays
I gonna talk about the Burberry in China
Present & Promotion: Architectural decorations, flagship stores & film
This part including:
Louis Vuitton and Dior Architectural Decorations; Gucci, Louis Vuitton and
Emporio Armani flagship sotre and Dior new promotional film-Lady Blue Shanghai.
My conclusion including
1. Influence to the Chinese Fashion market and consumers
2. The importance to my POS