Based on a survey conducted by WLA, the Chinese
consumers’ brand loyalty is quite low, with
only 20% of Chinese consumers are loyal to certain
luxury brands. Although it’s a bad news for
foreign luxury brands, it’s an opportunity for
emerging luxury brands. As long as the emerging
goods are differentiated from their competitors’,
‘love the new and loathe the old’ consumptive
psychology facilitates to increase the attractiveness
of local luxury brands in the short run. In addition,
designer labels are predicted be a new area of
growth since a strong personality is showcased in
those designer brands (Jack Morton 2011). For
example, many Chinese Americans designers have
gained reputation in the world, like Vivienne Tam,
Jason Wu, Philip Lim, Jimmy Choo, and Vera
Wang. Star designers will always be the apple of
customers’ eye. Young customers, for example,
also proved to be the particular group of pursuing
uniqueness (Haataja 201; Sun 2011). Thus, the
target clienteles are expanding to young customers
rather than middle-aged ones.