Resonance’s Jerry Clode was recently interviewed in the South China Morning Post about American brands effect on luxury fashion in China. It’s a great read, full of revealing insights into Chinese culture’s unique effect on brand adoption and how brands like Michael Kors, Ralph Lauren, Calvin Klein and Tommy Hilfiger succeeded in China when their home markets were suffering.
“In China, American brands have been incredibly successful in owning category and new behaviours,” Clode told the South China Morning Post. “Starbucks has created coffee culture, Disney is the exemplar family destination, Apple still dominates premium consumer technology and Tesla has captured the imagination of China’s future-focused middle class.
“As local consumers increasingly use fashion and luxury to express their lifestyle and identity, American brands have a profound head start on other nationalities in terms of precedent and aspiration,” he said.