Reactivating luxury consumers in China with new value propositions

Jenny Chan

It is essential to remember that Tmall is not just an e-commerce marketplace, but the biggest shopping ‘mall’ in the world and in that context, a luxury brand’s e-commerce content cannot be solely focused on selling and needs to significantly double down on storytelling and showcases.

Communicating value

This article is part of a series of articles from the WARC Guide to communicating value. Read more.

A luxury study from Bain & Company in collaboration with Fondazione Altagamma from November 2020 revealed that the global personal luxury market collapsed by over 23% last year due to COVID-19 – and is now valued at about €217 billion down from l

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