© 2016

Luxury the Chinese Way

New Competitive Scenario


Table of contents

  1. Front Matter
    Pages i-xiv
  2. Introduction

    1. Serena Rovai
      Pages 1-12
  3. The Luxury Industry and the Chinese Sociocultural Context in Transition

  4. Chinese Customers — Insights into the New Chinese Luxury Experience

  5. The Emergence of the Creative Phase — From International to Chinese Brands

  6. Conclusion

    1. Serena Rovai
      Pages 156-166
  7. Back Matter
    Pages 167-185

About this book


China's love for luxury is not a phenomenon brought on by the contemporary luxury market, but has been a part of Chinese culture and history for generations. The Chinese luxury industry is again re-emerging along modern cultural and socio-economic contexts, and is taking the market by storm. Luxury the Chinese Way identifies the main strengths and opportunities associated with the Chinese luxury market, explains the influence of 'Chinese characteristics' on its development and mode of operations, and reflects on the challenges associated with diverse consumption orientations. Using references from the fields and real-life data, this book provides a comprehensive overview on China's innovation in luxury, and is an important contribution to the study of the phenomenon that is the global luxury industry.


Luxury Market Chinese Culture Geographical Expansion Client Segmentation Tourism brand China communication innovation

Authors and affiliations

  1. 1.La Rochelle Business SchoolFrance

About the authors

Serena Rovai is Professor and Director of International Relations at La Rochelle Business School, France, teaching and researching on Luxury Internationalisation Management. Previously she designed and managed the Fashion and Luxury specialisation programmes at Grenoble Ecole de Management, France and spent fifteen years in Asia, mainly in China, in various academic and managerial positions.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences