Case studies
Each case sets out the evidence, my interpretation of it, and what it means for the brand.
Can a brand launch on WeChat without losing its exclusivity?
Offline stores fell from 71% to 54% of Chinese luxury purchases between 2019 and Q1 2023. Givenchy's limited bag with influencer Mr. Bags sold out within minutes in a WeChat flash sale.
It worked because access, scarcity and local interpretation pointed the same way, not because it was digital.
Decide which platform serves which purpose, and where scarcity should be visible.
What can a brand adapt for China, and what must stay fixed?
Louis Vuitton localised through zodiac collections and celebrity partnerships. Shang Xia was founded in China with Hermès backing, built on Chinese craftsmanship.
Luxury's symbolic value in China is negotiated between global codes and local narratives.
Localising a collection is tactical. Deciding what must never change is strategic.
What does a cultural misstep actually cost?
Dolce & Gabbana's 2018 scandal remains a reference point. In 2021, consumers boycotted Burberry and H&M over statements on Xinjiang cotton.
Consumers act as enforcers of cultural respect, and the reaction can be fast and lasting.
Before expanding, test how existing messaging and public positions will be read.
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