Title: Luxury China: Market Opportunities and Potential
Abstract:Foreword ix Introduction xi Chapter 1: Challenges and Market Size 1 Case study: Alfred Dunhill 19 Chapter 2: The Chinese Luxury Client 29 Case study: Shanghai Tang 45 Chapter 3: Chinese Consumer Attit...Foreword ix Introduction xi Chapter 1: Challenges and Market Size 1 Case study: Alfred Dunhill 19 Chapter 2: The Chinese Luxury Client 29 Case study: Shanghai Tang 45 Chapter 3: Chinese Consumer Attitudes Toward Luxury 53 Case study: Rolex in China 77 Chapter 4: How to Distribute in China 85 Case study: Shiatzy Chen 99 Chapter 5: Retailing and Licensing in China 105 Case study: Louis Vuitton in China 125 Chapter 6: Communication and Advertising 137 Case study: The War of the Spirits 165 Chapter 7: Brand Protection and Counterfeit Activities 175 Case study: Liuli Gongfang: Breaking into Luxury by way of Glass 189 Appendices 195 Bibliography 241 Index 245Read More
Publication Year: 2009
Publication Date: 2009-11-23
Language: en
Type: book
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Cited By Count: 71
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