Chinese soccer enthusiasts are eagerly following events at the 2018 Fifa World Cup in Russia despite the failure of their own team to qualify for the tournament. Photo: Shutterstock

How luxury brands woo Chinese millennials during 2018 Fifa World Cup

Louis Vuitton, Versace and Kenzo make use of the 2018 World Cup frenzy by releasing limited-edition, soccer-related capsules or one-off pieces in their spring/summer collections

Topic |   Fifa World Cup 2018

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Chinese soccer enthusiasts are eagerly following events at the 2018 Fifa World Cup in Russia despite the failure of their own team to qualify for the tournament. Photo: Shutterstock
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