A study of the characteristics needed for luxury brands to expand into the Chinese market——Taking Louis Vuitton as an example

Abstract

With the rapid development of China's economy, luxury consumption is gradually taking up an important position in the Chinese market, and the Chinese luxury market has attracted the attention of major luxury brands. This study takes Louis Vuitton, the representative of luxury goods, as a case study to explain the history and current situation of Louis Vuitton, and to point out the problems of its brand marketing in China. The article also analyzed the characteristics needed for luxury brands to expand into the Chinese market.