Abstract
This chapter examines the very affluent in China and India in order to profile this demographic segment and identify the often unconscious relationships these consumers have with luxury goods and services. It is from the insights developed in this chapter that international luxury marketers will be enabled to deliver competitive brand propositions at the very top of the wealth pyramid.
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Notes
- 1.
The Economist (2016) reports that in 2015, 394,669 pupils from China were studying at American universities, secondary and primary schools.
- 2.
According to The TEFAF Art Market Report 2016 (Kinsella 2016), the global art market reached a total of just over $63.8 billion in 2015. Sales by value were dominated by the US (43%), UK (21%) and China (19%).
- 3.
Financial institutions are also extending their services in this dedicated area. For example, BNP Paribas launched its Asian division philanthropy in 2014.
- 4.
The full letter can be read at The Giving Pledge (2013) ‘Letter from Azim Premji for the first international Giving Pledge group’, 19 February, http://givingpledge.org/pdf/letters/Premji_Letter.pdf.
- 5.
A training agency for butlers, Bespoke Bureau recently launched Butler Service China.
- 6.
DIAGEO, Johnnie Walker House.
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Atwal, G., Bryson, D. (2017). The Super-Rich. In: Luxury Brands in China and India. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-54715-6_4
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DOI: https://doi.org/10.1057/978-1-137-54715-6_4
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