The Changes Luxury Brands Need to Make in China
Jing Daily columnist Dr. Daniel Langer on the importance for luxury brands to provide a “branded experience” along all touchpoints of the customer journey.
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- Most Western brands are not prepared
- Even major luxury brands get it wrong
- The belief that millennials and especially GenZ are a fad because they have no money is a major misconception!
- Brands must question everything — even more so if a brand is successful
- Luxury brands are not focusing enough on brand equity
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