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Agenda-setting intelligence, analysis and advice for the global fashion community.

Luxury’s China Priorities in the Year of the Snake

Even brands that had successful campaigns in the run-up to Chinese New Year will have to work hard to make gains in the China market where luxury sales are expected to flatline this year.
Tiffany's central motif for Chinese New Year campaigns and products in the Year of the Snake is a heart-shaped infinity sign with serpentine curves Burberry went for an auspicious red theme and bamboo weaving.
(L) Tiffany & Co.'s central motif for Chinese New Year in the Year of the Snake was a heart-shaped infinity sign with serpentine curves; (R) Burberry went for a conventionally auspicious red theme and bamboo weaving. (Tiffany and Co.; Burberry)

China was at the epicentre of luxury’s poor performance last year. From

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About the author
Gemma A. Williams

Gemma Williams is a contributing writer at The Business of Fashion. She is a writer and curator with an expertise in China's luxury and fashion markets who is based in London.

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