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  • Chinese luxury is evolving as attitudes to displays of wealth shift
  • Chinese luxury is evolving as attitudes to displays of wealth shift
    Red Luxury (2013) ©
CASE STUDY

Galeries Lafayette: post-corruption luxury

Luxury brands have enjoyed a meteoric rise in China, but with anti-corruption laws dampening the spirits of conspicuous consumers, shopping habits are shifting dramatically.

Location China

Scope
Luxury brands have enjoyed a meteoric rise amongst the expanding Chinese middle class, but with anti-corruption laws dampening the spirits of conspicuous consumers, shopping habits are shifting dramatically. The previously desirable flashiness of luggage emblazoned with the Louis Vuitton logo or a Burberry scarf is increasingly considered distasteful. As the experienced Chinese consumer is less inclined to buy into luxury for luxury's sake, high-ticket commodities like seasonal collections are finding a new footing.

Keen to capitalise on this change, high-end Parisian department store Galeries Lafayette opened a Beijing store in September 2013. [1] Despite a failed ...

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