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Luxury brand recognition rises in China

Luxury consumers in China are aware of an average of nearly 60 different brands, indicating both the category’s rapid expansion and the intense competition now observable across the country.

KPMG, the advisory group, and TNS, the research firm, surveyed 1,200 urban, middle-class luxury shoppers, all of which were aged 20–44 years old. They typically recognised 59 high-end brands, up from 57 in 2010 and 43 in 2008.

A further 56 percent preferred well-known luxury brands and 69 percent proved willing to meet a premium for big name and popular offerings. This figure rose to 88 percent where these products were durable and of high quality, and 80 percent for receiving excellent service.