Stories on fashion and luxury you won't read elsewhere

Shang Xia and Qeelin, a tale of two Chinese luxury brands

By Astrid Wendlandt
31/07/22
China seeks to build luxury brands
China has never made a secret of its ambition to grow its soft power, export its culture and develop its own luxury brands. But to this day, most popular Chinese luxury brands are successful mainly in their home country. Very few have built a global presence and those that have, are usually backed by European luxury groups. But Western money and management are no guarantee of fame and prosperity.

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