Explaining China’s luxury drift, our piece for Business of Fashion


Today, we are honoured to be featured in Business of Fashion, a leading publication focussed on the dynamics of fashion and luxury globally.  Director of SMART@Resonance, Jerry Clode, outlines his view on why affluent local consumers are starting to ditch luxury for more casual, street and sports brands.

In the article, Jerry includes the views of local consumers (from recent SMART interviews), new brands that have emerged as part of this ongoing trend, as well as a cultural explanation to why this is happening.  But luxury brands, never fear, SMART@Resonance is here to ensure you stay relevant with local consumers.  Read the full article on Business of Fashion‘s official site. 

20160624_Chinese luxury drifts

About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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