China is the world’s largest luxury goods market, and by 2025 will account for nearly half of global purchases – so brands cannot afford marketing blunders that anger their chief moneymaker. Illustration: Tanya Cooper
China is the world’s largest luxury goods market, and by 2025 will account for nearly half of global purchases – so brands cannot afford marketing blunders that anger their chief moneymaker. Illustration: Tanya Cooper

After Coach and Versace’s China blunders – how brands can avoid offending, and better engage with, the world’s largest luxury market

Any exchange student could have avoided the epic T-shirt fails made by Versace, Coach and Givenchy – but how can Western brands not just avoid trouble, but better engage with China’s vital customer base

China is the world’s largest luxury goods market, and by 2025 will account for nearly half of global purchases – so brands cannot afford marketing blunders that anger their chief moneymaker. Illustration: Tanya Cooper
China is the world’s largest luxury goods market, and by 2025 will account for nearly half of global purchases – so brands cannot afford marketing blunders that anger their chief moneymaker. Illustration: Tanya Cooper
READ FULL ARTICLE