Following Jing Daily article today “Chinese shoppers are known as heavy luxury consumers, accounting for 30% of all luxury goods purchased worldwide”.

China, a strategic market, asks for an extra effort to all the brands willing to succeed in such a region.
The must for every brand is to understand how to set up a tailor made approach wisely mixing the Brand history, heritage, DNA and the market needs.
There is no standard recipe that can be sold nor bought.
There is no “Gucci kit” available for this.

The only key is knowledge and vision, keeping also the awareness that what works with the Chinese customers doesn’t necessarily work with French, Japanese or Americans.

The worst mistake a company could do is:

• to only focus on Chinese customers
• to obsess about growth in China only
• to forget to work on a balanced geographical distribution

China growth is slowing down and the Chinese Millennials, following Jing Daily “a survey from HSBC shows that the debt-to-income ratio of China’s post-’90s generation (people born from 1990 and 1995) has reached an incredible 1,850 percent”.

Better to continue to keep an eye also on the rest of the world.

#FashionBrands are usually renown for their bold vision, the pioneer spirit and their courage to be leaders and not followers.

But this is not enough.

What is needed the most in this moment is to abandon the stereotypes, to embrace an openhearted, passionate and fulfilling new approach and to invest energies without being distracted by Millennials, Chinese, Hipster, Diversity empty words and strict descriptions of a non existing standardized group of people.

This means a laser focus marketing strategy, made by human beings for human beings instead of being driven by Artificial Intelligence tricks.

It is about having a unique purpose and developing captivatin products.

Let’s take #Apple. As #SteveJobs once said:

“The world doesn’t need another Dell or HP. It doesn’t need another manufacturer of plain, beige, boring PCs. If that’s all we’re going to do, then we should really pack up now.

But we are lucky, because Apple has a purpose. Unlike anyone in the industry, people want us to make products that they love. In fact, more than love. Our job is to make products that people lust for. That’s what Apple is meant to be.”

And that’s what Fashion Brands are meant to be, as well.

Not shampoo labels.