There's been a LOT of buzz this year about the exploding demand in China for luxury brands and products. It has been pretty much the dominant topic in fashion business lately. As both a marketing student and a Chinese girl who grew up overseas, I am of course very interested in all of this. So I'm sharing with you a short video from an INSEAD Knowledge interview with Angelica Cheung, the current editor of Vogue China. The publication only started in September 2005 and has interestingly tackled some complex societal issues over the past 6 years. With her quirky bob and frank opinions, Angelica provides some thought-provoking insights into the various consumer/reader demographics in the current Chinese luxury market.
"You don't sneer at these people. You help them, you include them and through including them they become more educated, and they will become more sophisticated."
This is my favourite quote from the interview; fashion people sneering at the "uneducated" (aka unstylish, not in fashion elite circle, mainstream consumers) happens pretty much everywhere, heck, we even have it here in Melbourne at both fashion weeks! It is great to see that the editor of Vogue China is pioneering a change in attitude, kudos to her for leading the charge against all that ridiculous snobbery (Australian fashion assistants, there's a leaf you can take out of this book!). If you would like to share any thoughts on the video, the luxury market or even the snobbery of the fashion pack, feel free to leave a comment below. Hope you're all enjoying the weekend! x
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