As China’s luxury market is crucial to brands’ global profits, China’s younger demographic is the key to their current and long-term success. Consumers between the ages of 18 and 30 — comprising millennials and Gen Z — currently make up 42% of China’s luxury sales. To reach these shoppers, heritage luxury brands are updating their digital strategies for China with young celebrity-led social campaigns, online product customization, new accounts on emerging platforms and more.
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Insight Report October 24, 2019
Luxury China: Millennials and Gen Z
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