From camel coats to guochao: Max Mara woos China’s luxury brand consumers
Luxury fashion house Max Mara celebrated its 75th anniversary with a runway show in Shanghai, incorporating traditional Chinese design elements into its collection. The brand aims to strengthen its long-standing relationship with Chinese consumers by blending Western aesthetics with local cultural heritage.
Why it matters
Luxury brands are increasingly adapting their marketing and design strategies to cater to the specific cultural preferences of the growing Chinese luxury market.
Max Mara has come to symbolise social status and professional success in the minds of Chinese women. Photograph: Lintao Zhang/Getty Images View image in fullscreen Max Mara has come to symbolise social status and professional success in the minds of Chinese women. Photograph: Lintao Zhang/Getty Images Max Mara From camel coats to guochao: Max Mara woos China’s luxury brand consumers Fashion house pays tribute to Chinese style with its 75th anniversary catwalk show in Shanghai
The article provides a balanced view of the brand's marketing strategy and the cultural sensitivity required for such initiatives.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in