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Agenda-setting intelligence, analysis and advice for the global fashion community.

Luxury Brands Turn On the Charm in China to Kindle Spending Recovery

Companies are shifting focus from rapid expansion to deeper engagement with wealthy consumers as they seek growth in the uncertain market.
Louis Vuitton (LV) unveils its monumental ship-shaped structure, a new conceptual landmark, at Taikoo Hui Wujiang junction on June 25, 2025 in Shanghai, China.
Louis Vuitton unveiled its monumental ship-shaped structure, a new conceptual landmark, at Taikoo Hui Wujiang junction on June 25, 2025 in Shanghai, China. (Getty Images)

As Chinese shoppers dip toes back in the luxury pool, brands are targeting economically resilient high-earners with distinctive, personalised experiences as their focus shifts more to market share than growth.

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Further Reading

Case Study | The Playbook for Succeeding in China’s New Reality

Once fashion’s most reliable growth engine, the Chinese market is shifting as consumer spending cools and shoppers with more choice than ever gravitate toward savvy domestic brands. Opportunities for international players are still plentiful, but the old formula for succeeding in China is no longer relevant. Brands need a new game plan to stand out.

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