Luxury brands adapt to a new China
China’s luxury goods market is slowing as a result of anti-corruption measures and shifting consumer preferences. But what do these changing dynamics mean for brand strategies and enforcement trends?
For nearly a decade, growth in Chinese luxury retail was so reliable you could set your Rolex by it. An explosion in purchasing power among China’s nouveau riche, coupled with a taste for European prestige brands, created rich pickings for luxury labels. While China accounted for just 3% of global luxury spending in 2004, this had soared to 30% by 2014. Brands have been swift to pour resources into the region, from stores and advertising to legal services – but unfortunately the thriving trade in counterfeits has increased in step with the market for genuine goods.
Want to read more?
Register to access two of our subscriber only articles per month
Subscribe for unlimited access to articles, in-depth analysis and research from the World Trademark Review experts
What our customers are saying
World Trademark Review is simply the first resource I will go to for trademark-related information, whether about the latest trademark law development or case news, top trademark practitioners or interesting trademark events.
Jerry F Xia
Deputy general counsel and chief IP counsel – Asia-Pacific, corporate law department
Subscribe to World Trademark Review to receive access to the full range of trademark intelligence, insight, and case law, as well as our guides, rankings and daily market insight delivered to your inbox.