31 Jan '17, 10am

Chinese consumers' reliance on digital should lead luxury brand strategies - Luxury Daily

Western brands should pay attention to consumer behavior in China, which represents 15 percent of the luxury market, and focus on strategies such as chat assistance, online reviews, multi-pay, mobile communication and fast delivery. Chinese consumers rely heavily on mobile and digital for brand and retailer interactions, and its strong presence as a luxury consumer demographic means this is crucial for luxury marketers. However, in terms of in-store experience in China, European brands such as Tod’s, Armani and Burberry are leading the way. “What really matters in the online purchasing experience in China is very different to in Europe/U.S., and Western players should pay more attention because China represents ca. 15 percent of the global luxury market, and Chinese customers ca. 30 percent including overseas shopping,” said Marco Pozzi from ContactLab . “For example in Ch...

Full article: https://www.luxurydaily.com/chinese-consumers-reliance-on...

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