Stories on fashion and luxury you won't read elsewhere

Why do the Chinese buy European fashion and luxury brands?

By Astrid Wendlandt
14/03/21
Why do the Chinese buy European fashion and luxury brands?
China’s powerful conglomerates and billionaires have been on an impressive shopping spree in the past decade buying up dozens of European fashion and luxury brands. None of them have been a commercial success - at least not yet. And the number of companies that struggle under Chinese ownership rises every year. What’s going on here? Why did Chinese investors buy them in the first place? What did they expect to get in return? Miss Tweed went searching for some answers and came up with more than expected.

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