Luxury the Chinese Way

Serena Rovai is Professor and Director of International Relations at La Rochelle Business School, France, teaching and researching on Luxury Internationalisation Management. Previously she designed and managed the Fashion and Luxury specialisation programmes at Grenoble Ecole de Management, France and spent fifteen years in Asia, mainly in China, in various academic and managerial positions.

• IntroductionPART I: THE LUXURY INDUSTRY AND THE CHINESE SOCIO-CULTURAL CONTEXT IN TRANSITION1.The birth of luxury in China and trends since Imperial times2.The impact of cultural values and habits on the luxury market3.Chinese institutional and legal barriers to the development of a luxury industry4.The Chinese aesthetic and the new creative movement from East to WestPART II: CHINESE CUSTOMERS – INSIGHTS INTO THE NEW CHINESE LUXURY EXPERIENCE5.The impact of geographical expansion and new urban dynamics on client segmentation 6.One-, two and multiple-segment Chinese luxury clients and the rise of the middle class 7.Digital innovation and communication and its key role in Chinese luxury consumption8.The Chinese luxury client: current profile and new attitudesPART III: THE EMERGENCE OF THE CREATIVE PHASE – FROM INTERNATIONAL TO CHINESE BRANDS9.Luxury tourism: the new shopping perspective10.The identity of international luxury brands 11.Chinese luxury brands: the new creative phase and identity in the local market 12.'Chineseness' in luxury: future challenges and perspectives ConclusionBibliography