Luxury Branding Below the Radar

“China was supposed to be the land of conspicuousness, but all of a sudden people were making fun of overt wealth and even taking the labels off their clothes,” Eckhardt recalls. To find out why, and what companies could do in response, she and two colleagues reviewed the research on the trend and investigated consumer behavior in markets around the world. Although the evidence is more anecdotal than scientific, they concluded that three factors are driving the change.

https://hbr.org/2015/09/luxury-branding-below-the-radar

Luxury Branding Below the Radar