Coach says China will be its #3 market after the US and Japan. This quote from Coach seems to sum up the attitude that most foreign luxury brands have toward China and the rest of the less-developed world: “In non-Japan Asia, consumers are at a different stage in the lifecyle of their experience with luxury goods. Luxury for them is much more about status. It’s a badge.”
In the West, is luxury an expression of personal style, a connection with traditions, or an celebration of beauty and quality?