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The Chi­nese lux­ury cus­tomers are sharp ‘mixand-match’ shop­pers, mix­ing high-end fash­ion with low­erend pre­mium prod­ucts. This ‘pre­mium’ cat­e­gory is also show­ing the high­est seg­ment growth rate in 2016-2020 at 6 per cent, as op­posed to 3.4 per cent for ‘lux­ury’.

While lux­ury brands strug­gle to con­nect with mil­len­ni­als and Gen-Z, pre­mium play­ers like Diesel, Guess, Tommy Hil­figer and Calvin Klein are tak­ing the lead.

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