It is my belief that Chinese philosophers can help us to understand these findings more. In short, unlike Western philosophy, Chinese history and philosophy writings are characterized most by humanism, an approach and output driven by the inner belief that human, rather than divine or supernatural, matters are of prime importance.
Luxury fashion brands, if not all successful brands, manage to establish some sort of personification in the mind of the consumer. It is therefore the unique dominance of humanism throughout Chinese history that perhaps presents a golden opportunity for luxury fashion brand building via Chinese heritage associations