Brands Experimenting With Traditional Chinese Ingredients In Cosmetic Lines, Hiring More Chinese Designers
Hermes will launch its new Chinese sub-brand Shang Xia this fall
We often look at luxury brand localization in China, a trend that has become more noticeable as “post-80s” consumers (those born in the post-economic-reform period of the 1980s and more likely than their parents to spend rather than save) have become a force to be reckoned with. With China projected to have 65 million potential luxury consumers by 2020 and set to become the world’s largest single luxury market by 2015, luxury brands know they can’t afford to ignore the demands of Chinese luxury shoppers, who are younger and less brand-loyal than their counterparts in Japan or developed Western countries.
As a result, some of the more forward-looking international companies are experimenting with materials and designs to give their products a subtle “Chinese soul” while maintaining their innate, foreign luxury status.
From the Chinese Ministry of Commerce (translation by Jing Daily team):