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Engaging With The Luxury Consumer In China

In: Global Luxury Trends

Author

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  • Katrina Panchout

Abstract

The transformation of luxury goods from the privilege of the elite to an attainable 21st-century dream has seen dramatic changes in targeting strategies used by luxury goods to reach consumers and geographical markets. An ever-expanding economic and geographic market plus changing attitudes across the consumer landscape are resulting in a disintegration of boundaries, both geographical and socio-demographic. Product-range stretching and extension are adding to a general democratization of consumer attitudes to, and uses of luxury goods. The luxury sector has gradually moved from being perceived as a fairly restricted, elitist dream based on design creativity, to a massive economic sector with sharp retailing skills.

Suggested Citation

  • Katrina Panchout, 2013. "Engaging With The Luxury Consumer In China," Palgrave Macmillan Books, in: Jonas Hoffmann & Ivan Coste-Manière (ed.), Global Luxury Trends, chapter 6, pages 89-100, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28739-7_7
    DOI: 10.1057/9781137287397_7
    as

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