1ChinaChic:TheEmergenceofChineseLuxuryBrandsFebruary20222CONTENTOUTLINEHowChineseconsumersdefineluxuryinChina1.3TheimpactofGuochaoonChina’sluxuryindustry3.14HypothesesfortheemergenceofChineseluxurybrands4.20Aboutus5.42Chineseluxurybrandsaregainingmomentum2.7HowChineseconsumersdefineluxuryinChina1.TodayinChina,luxurymeansself-expression,self-actualizationandcommunity-building©2022DAXUECONSULTINGALLRIGHTSINCLUDED4YoungerMillennialsandGenZarechangingthedefinitionofluxuryinChina,makingluxurygoodsshiftfrombeingsignalsofsocialstatustobecominginstrumentsofself-actualization,self-expressionandcommunity-building.Eldergenerationsusedtoconsiderluxuryasmainlyasymbo...