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How to Sell Accessible Luxury in China

The path to success for accessible luxury players is narrowing in the critical China market, but there is still room for brands able to overcome key obstacles.
Coached debuted its Winter collection with a runway show in Shanghai and a new episode of Coach TV. Coach
Backstage at the debut of Coach's Winter runway show and a new episode of Coach TV in Shanghai. Coach. (OU JIA CHENG)

There is a nervous energy in the air among accessible luxury players looking to China as a driver for future growth. Here, too, they are being squeezed by competitors priced both lower and higher than the category’s traditional sweet spot.

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