Chanel: most desirable brand among China's affluent women

Hermès takes the top spot for exclusivity while Chanel ranks first as the most desirable brand, according to Promise Consulting and BNP Exane's "Exclusivity and Desirability Barometer" based on a survey carried out in China in September 2015. Aside from Prada, French companies dominate the top five places on both lists. While the Chinese luxury goods market has been hit by the economic slowdown and the government's crackdown on purchases of lavish gifts, Chinese consumption is forecast to rise $2.3tn to $6.5tn by 2020. With trends such as rising incomes, increasing spending power and the growth of e-commerce, the report's authors suggest traditional luxury brands need to readjust their strategies to include more affordable pricing and targeting younger affluent buyers less concerned by the fight against corruption. 

Research

Chanel's interlocking C's

Exclusivity and desirability go hand in hand for China’s wealthy, with the same brands ranked in the top five for both characteristics in a new study by Promise Consulting and BNP Exane.