TBWA\Luxury Arts China and Rhizome, a research partner of Fudan University’s Business Anthropology Center, have joined forces to release a new white paper entitled ‘Luxury with Soul’. The paper documents the true nature of luxury and its evolution in China.
Our understanding and point of view on luxury comes from an inspection of the Chinese people with a social-cultural lens that allows us understand the past, preset and future of luxury in china. We approached successful, influence, and knowledgeable people from across china to discuss their lifestyle and experiences with luxury today.
We have created a disruptive way for luxury brands to grow in china from consumers’ stories and a discourse analysis of their lives. This paper will propose a meaningful vision of luxury in the eyes of the consumer.
Furthermore, together Rhizome, TBWA\Luxury Arts China is establishing a luxury panel of 100 experts. Through long-term lifestyle tracking of these elites, we’ll be able to continuously uncover the social, economic, and cultural shifts and emerging trends in the luxury world, as well as provide strategic solutions for luxury brands to grow in China.
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