Chinese consumers at the Louis Vuitton store as if they were at a market.

In Asia, particularly the Great China Area, South Korea, and Japan, luxury goods have become a necessity fo the people middle and upper class. Louis Vuitton have become so ubiquitous that its brand image of luxury have been impacted that many of the wealthy have decided not to buy any handbags or big logo products from them. but only their couture collection and customized trunks.
Louis Vuitton have become a brand that seems affordable to anyone and can been seen on all kinds of people. It has been seen as a Nike or a McDonalds of the fashion world. It can also be compared to Coach, which people call “affordable or accessible luxury.”
In China, this condition is even worse when people line up to go shop at the Louis Vuitton store and shop there as if it was Carrefour or Walmart. Due to the popularity of the brand, knock off’s of their handbags are even more common than ever in China.
In my opinion, the knock off’s and the fact that everyone has an LV bag is significantly damaging the Louis Vuitton brand. As a result, LVMH Group have recently decided to slow  down their expansion of stores in China. I believe that by decreasing accessibility and increase more focus on the luxury brand’s craftsmanship, history, and service is the only way to maintain the high end image. If the luxury brand image is not managed well, their products will soon become a normal commodity and the wealthier consumers will eventually go for a more exclusive brand.

Shopping haven been seen stereotypically as an activity enjoyed by women, but the booming middle and upper class in China have led successful business men, government officials, and their young heirs to enjoy the luxury lifestyle. From China to all other parts of the world, you can see Chinese men both old and young shopping for luxury brands that they might have just heard for the first time.

In Vancouver, you always see young Chinese men with their best friends shopping together at Holt Renfrew, Harry Rosen, Roden Gray, Hermes, and all those those luxury boutique stores. You also see the more middle aged successful business men and government officials that shop for themselves themselves and buy gifts for their family and friends back in China.

A recent study shows that men accounts for 55% of the Chinese market which is way higher than the 40% global average. The research explains that Chinese men buy luxury not only for pleasure and the upscale lifestyle, but also for securing deals with other business people and for better relationships with key government officials. The article mentioned that, “men love specifications, function, and service; while female consumers value design, taste, and the emotion a purchase evokes.”

As their money grows, Chinese men are starting to improve in taste for the luxury lifestyle by following fashion trends, magazines, and social media. Therefore, it is important for luxury firms to market their products not only to Chinese women, but also for the Chinese men.
http://luxurysociety.com/articles/2013/02/why-men-are-so-important-to-chinas-luxury-market