Why Are Young Chinese Consumers Rejecting Luxury Brands?

Added: 2026-06-01

[00:00:00]But what we're also seeing, quite interestingly, [music] with the younger cohorts right now in China, is that they're moving towards the global movement of quiet [music] luxury. Or actually, they're kind of looking for other ways of expressions of aspirations as [music] well.

[00:00:12]>> Like what? Like what's quiet luxury?

[00:00:14]>> So it could be things like buying into a local brand, for [music] example. So instead of buying a Louis Vuitton, you might be picking up a Song Mont, for example. [music] And local brands, in terms of the ideas and the values of craftsmanship, for example, heritage storytelling, [music] all these little new values of what makes a brand a brand.

[00:00:34]>> [music]