Connecting with the Chinese Consumer

Sinha, Kunal

doi:10.1057/9781137330536_13

Cited by 1 publication

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“…Consultancies expect China to reach more than half the global market value of luxury goods by 2025 (IPSOS, 2020;McKinsey, 2019;Statista, 2021). Because of its increasing commercial importance, luxury research focusing on China is growing (Jiang and Shan, 2018;Jin et al, 2015;Sinha, 2014).…”

Section: Introductionmentioning

confidence: 99%

“…Current research uses the country, China, as the unit of analysis (Jin et al. , 2015; Sinha, 2014), comparing it with other countries (Shukla et al. , 2015; Yang et al.…”

Section: Introductionmentioning

confidence: 99%

“…Because of its increasing commercial importance, luxury research focusing on China is growing (Jiang and Shan, 2018; Jin et al. , 2015; Sinha, 2014).…”

Section: Introductionmentioning

confidence: 99%

“…Current research uses the country, China, as the unit of analysis (Jin et al, 2015;Sinha, 2014), comparing it with other countries (Shukla et al, 2015;Yang et al, 2018). This approach suggests that Chinese luxury consumption is homogeneous, even though research shows nuance and complexity (Godart and Zhao, 2014;Jiang et al, 2022;Rovai, 2014Rovai, , 2016Siu et al, 2016;Zhang and Zhao, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China

Ruiz

Cruz

2023

IMR

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PurposeThis study conceptualizes a form of luxury consumption in which luxury brands collaborate with unconventional non-luxury partners. These unconventional luxury brand collaborations are growing in popularity among Chinese luxury consumers of the post-1990s generation. Luxury brands are exploring new branding strategies due to the growing commercial importance of Chinese luxury consumers. Design/methodology/approachAn in-depth qualitative study informs this paper. Interviews with young adult luxury consumers self-identifying as Chinese reveal a growing interest for luxury brands that collaborate with odd partners in social media and online culture.FindingsUnconventional collaborations between luxury brands and non-luxury partners catalyze shifting meanings of luxury through the following juxtapositions: ephemeral instead of timeless, trendy rather than inaccessible, and playful in contrast with traditional. First, young Chinese consumers construct luxury meanings through ephemerality, like digital possessions, social media fame and fleeting experiences. Second, luxury meanings emerge in trendiness among social media influencers and online culture rather than in the seemingly inaccessible taste regimes of the upper class. Third, younger consumers appreciate fun, rebellious and over-the-top aesthetics in luxury brands.Originality/valueThe study contributes to the nascent field of unconventional luxury by conceptualizing how unusual, odd and unexpected collaborations constitute new forms of luxury consumption. The shifting meanings of luxury consumption that this study conceptualizes raise new opportunities and challenges for luxury brands. One of such is the release of limited collections with non-luxury partners seemingly at the opposite spectrum of design, image and values. Moreover, the study adds nuance to the understanding of luxury consumption among young Chinese consumers.

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Section: Introductionmentioning

confidence: 99%

“…Current research uses the country, China, as the unit of analysis (Jin et al. , 2015; Sinha, 2014), comparing it with other countries (Shukla et al. , 2015; Yang et al.…”

Section: Introductionmentioning

confidence: 99%

“…Because of its increasing commercial importance, luxury research focusing on China is growing (Jiang and Shan, 2018; Jin et al. , 2015; Sinha, 2014).…”

Section: Introductionmentioning

confidence: 99%