Luxury fashion consumers’ appreciation in this area and the desire to experience nostalgia is, of course, the real driving force here. Research continues to highlight the fact that such brands satisfy the need for nostalgia.
So why is it that China, the country with probably the longest history and possibly the richest cultural heritage, still has not produced a genuinely global luxury fashion brand?
And why have no non-Chinese luxury fashion brands even attempted to infuse their brand with Chinese heritage associations?
My view is that many in the luxury fashion industry do not properly understand China’s country image, and that many mistakenly see the country’s economic emergence as the dominant impression of “brand China”.