Rather than just purchasing physical luxury items, Chinese consumers are embracing and redefining luxury in a whole new wealth of ways.
To mark the event the brand has also presented a miniature series honouring the city entitled “Les Miniatures Hong Kong” consisting of a panda, a junk boat, and a teapot.
The campaign "Celebrate The Everyday” draws on the brand’s reputation to set the scene where people choose to celebrate their lives’ most significant milestones.
Versace, Coach, and Givenchy have all had impression scores fall significantly and "it is clear that even a timely apology is not enough to appease offended Chinese consumers".
Tim Schlick, chief strategy officer, Platinum Guild International explains the marketing strategy of jewellery brands is moving towards a consumer-centric approach.
“It is no longer about being on the right channels and localising your messaging – this new generation of middle-class Chinese consumers demand a deep understanding of their newfound identity, and carefully laid building blocks in order for any long term relationship...