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The main aim of this article is to present and analyse changes in the global luxury goods market in the 21st century, with particular emphasis on the effects of the supply shock caused by the COVID-19 pandemic. In the part devoted to the period before the pandemic, the following market trends will be described: the democratisation of luxury, brand consolidation process, the emergence of Generation...
This chapter describes the client telly of Chinese luxury market. The Chinese luxury market today is still male dominated, with business gifts continuing to make a substantial contribution. The study shows that 48% of the affluent travel abroad every year and 30% travel more than three times per year. Chinese consumers take advantage of their trips abroad to buy luxury products, particularly in duty‐free...
This is a case study on different aspects of communication and advertising. Communication and advertising are always the key issues for branding in any market. In order to better explain the differences in communication and advertising for a fashion or luxury brand in China, an overview of the possible communication tools available to luxury brands is presented. The communication models in marketing...
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