Luxury Brand Management: Managing the Global/Local Dilemma in China, with Dr. Sindy Liu
This lecture focuses on China, which contributes to 30% of the global luxury spending. It will explore the implications of de-centralized band management strategies in the Chinese market, and use up to date case studies to illustrate how luxury brands overcome the challenges of a highly digitally advanced market and complex Chinese consumer behaviors, while maintaining their brand exclusivity controlled by their country of origins.
26 Sussex Pl, Marylebone, London, NW1 4SA, United Kingdom
Dr. Sindy Liu
A self confessed citizen of the world. Sindy was born in China and lived in five countries including U.K. and Monaco. She has a Ph.D. in Luxury Brand Management. Her business experience include strategy consulting, where she advised European luxury brands’ branding strategies, in particularly, managing the global/local dilemma when expanding into the Greater China Region. She has collaborated with BNP Exanes’ Luxury Research Lab on its annual reports on China, and taught luxury branding at several world renowned universities including London College of Fashion, University of Manchester, ESC Business School and the University of Monaco. Her passion in writing has led her into the world of fashion journalism by contributing to top international fashion media, such as the LOVE Magazine digital, the Business of Fashion China, Harper’s Bazaar and Elle China.
With a global network and in-depth knowledge of branding, Sindy now works with the UK Department for International Trade, to promote UK to international private investors, where she helps ultra high net worth individuals to find suitable investment opportunities in the UK, across a variety of sectors, such as technology, education and art, as well as helping them to achieve philanthropic goals.