Chanel, Starbucks and Cartier most popular brands among China's middle class

Chanel, Starbucks and Cartier are the most popular lifestyle and fashion categories brands among China's growing middle class, according to a report by Luxe.co, a Chinese fashion business platform.

China: consumers favour American and European brands for lifestyle and fashion
China: consumers favour American and European brands for lifestyle and fashion

American and European brands are the most powerful among Chinese mid-to-high end consumers, claims the report, which is based on data from sales, social media mentions, searches and a survey.

According to the report, 90% of the top 100 fashion and lifestyle brands in China are American and European.

Older brands hold more sway among this consumer group with the average age for the top 100 brands being 76.

In addition to Chanel and Cartier, Louis Vuitton, Burberry and Dior also feature in the top 10 brands.

Brands including Tom Ford, Alexander McQueen and Victoria’s Secret have high growth potential, in terms of sales and brand awareness, among mid- to high-end consumers, according to the report.

The top brands are not exclusively luxury, however, with IKEA, Nike and Adidas also making it into the top ten.

"Our research shows that China’s consumers love the heritage of Europe’s and America’s most famous brands," said Alicia Yu, founder and CEO of Luxe.co in a statement.

But there’s a warning here too - the Chinese brands that make our list are younger on average. The world’s top brands will need to keep upping their game if they’re to hold on to their dominant position."

Here’s Luxe.co’s top 10:

1. Chanel
2. Starbucks
3. Cartier
4. IKEA
5. Nike
6. Adidas
7. Louis Vuitton
8. Uniqlo
9. Dior
10. Burberry

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