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How can western brands be successful in Chinese luxury market - the case of Louis Vuitton in China
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Resumo(s)
China leads the global luxury market in spending, with projections suggesting its share will
increase to 40-45% of global luxury spending by 2025. It marks a contrast to the stagnation
observed in the Western luxury market. This trend underscores the growing importance of the
Chinese luxury market, driven by a high demand for Western luxury brands. These brands are
celebrated for their rich heritage, craftsmanship, and quality. This paper examines the success
factors for Western luxury brands in China.
Incorporating evidence from a mix of literature reviews, interviews, surveys, and statistics, the
study explores the current dynamics of the Chinese luxury market. It highlights the critical need
for Western luxury brands to deeply understand and adapt to the diverse and rapidly evolving
Chinese luxury market and local consumer preferences. Additionally, a case study of Louis Vuitton
(LV), a leading Western luxury brand like was conducted to understand its strategy in China and
exploring potential areas for improvement.
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Palavras-chave
Luxury market China Louis Vuitton Marketing Consumer behavior Branding Cultural adaptation