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  • How are Chinese luxury brands redefining ‘Made in China’?
  • How are Chinese luxury brands redefining ‘Made in China’?
    Erdos (2020) ©

Erdos: redefining ‘Made in China’ for luxury shoppers

As affluent luxury consumers in China demand brands take steps to be accountable for their environmental impact, these companies are pivoting to flout their sustainable credentials. For legacy brand Erdos, this means diversifying the product offer and targeting new markets.

Location China

With Chinese consumers of luxury goods looking for more eco-friendly alternatives, brands are having to step up their sustainable credentials. For the cashmere industry, the opportunity is sizable, with the value of the global cashmere market projected to exceed $3.2 billion USD by 2024. [1] This is where Erdos Cashmere Group comes into play – an unassuming Chinese powerhouse aiming to reinvent what it means to truly be ‘Made in China’.





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    WOW Colour: beauty emporium for Chinese Gen Z

    With beauty fans adding more colour to their make-up routines, the shopping experience is paramount and this is evident among Chinese Gen Zers. IRL retail brand WOW Colour is tapping their dedication to domestically-made brands and willingness to make beauty shopping shareable.

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    What does ‘being a man’ mean in modern China?

    In China, the desire to be perceived as marriageable and successful has long driven men to adhere to a rigid (and largely unrealistic) model of masculinity – but societal shifts have sparked changes in attitudes. What does the ’modern man’ look like and what does he value in life?

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    2020 Expert Outlook on Luxury

    How is streetwear changing the world of fashion? Why are people gravitating towards pre-owned luxe? And what’s compelling brands to get creative with influencers? In this part of the 2020 Expert Outlook, we speak to three experts about the evolving shopping habits of high-end consumers.

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    How are Chinese Gen Yers buying watches?

    Long used as a subtle (or sometimes overt) marker of one’s wealth, high-end watches remain popular status symbols among China’s young and newly wealthy. How are luxury brands appealing to a new generation of luxury buyers? And what exactly do they appreciate in a timepiece?