Luxury Brands Benefit from Relocating to China

To What Extent Can Luxury Brands Benefit from Relocating to chinaware Where Ignoring procure is the Norm? To What Extent Can Luxury Brands Benefit from Relocating to chinaware Where Ignoring Copyright is the Norm? Being copied is the forfeit of success tell Coco Channel, the famous French fashion designer. Looking at the 77 billion dollars of global lavishness gross revenue in 2008 presented in the WWF report Deeper Luxury (2008, p4), one could agree that juke house products are an affordable problem. A huge increase of sales is predicted with the arrival of the Chinese middle class on this market. scarce while rushing to relocating to china and preparing to welcome its recent customers, luxury brands tend to forget that China was and still is a promised land for counterfeiting. The absence of any intellectual property rights regulation and the tralatitious Chinese culture of copy seem to be ii obstacles to benefit from the seductive perspectives of the market and may even exist the identity of any brand. This essay aims to evaluate the impact of the phony industry on luxury brands relocating and selling in China in terms of: image and brand identity, business strategy, sentiency of customers and Chinese perspective of luxury.

The examination of these criteria will reveal that a successful relocation to China relies on a new understanding of brand awareness by Chinese customers, selling strategies and technologies which end the confusion between fakes logotype and luxury labels. One thing that has surprised us in the last ten years is the speed at which China luxury market has developed said Serge Brunschwig global carriage of LVMH (2007, p143). There is no doubt that China is the place to be for luxury groups such as LVMH (French Luxury group compose of Louis Vuitton, Givenchy, Dior, Celine, Moët et Chandon), and Hermes. In an Ernst and Young Report (2005) some(prenominal) Goldman and Sachs, and Meryl Lynch predicted that China would dominate the market by flow 30% of global sales during the next... If you want to get a full essay, order it on our website: Orderessay

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