Lifestyle

Why American luxury fashion doesn’t sell in China – an ‘ordinary’ image, weak marketing, and few social media influencers




“Any luxury brand that’s not doing well in China is not doing well, full stop.” So says Mario Ortelli, a luxury brand consultant who doesn’t mince his words.

While French, Italian – and to a lesser extent – British brands have been using their sales in Shanghai, Beijing and increasingly Hainan to bankroll what has been an otherwise very difficult year at home, American brands have been mostly left out in the cold by China’s shoppers.

According to Parklu – a Shanghai-based KOL (key opinion…



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