Canada Goose, a brand known for its luxury winter apparel, has amassed a sizeable fanbase in China by navigating the tricky domestic market and consumer expectations. As Chinese shoppers are increasingly seeking brands that subtly communicate status, can functional luxury meet this desire?
A discount auction site is attracting attention in China for selling the ultra-high-end confiscated property of criminals and bankrupted companies. As tolerance for the wasteful and elitist practices of luxury brands wanes, challenges develop on how to maintain an aspirational USP.
With the pandemic forcing people to spend closer to home and heightened geopolitical tensions shining a spotlight on national identity, it’s no surprise that local brands are thriving in China. But how exactly are companies playing up their heritage? And what does ‘made in China’ now imply?
Why are Gen Zers lying down instead of going to work? What’s making older adults feel disenfranchised? And why are Gen Yers seeking out green relief in their everyday lives? Our China Cultural Snapshot explores the key behaviours shaping the nation in 2022.
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.