News from Cass Business School

What is the key to success in the Chinese luxury brands market?

Guest speaker at the Cass China Symposium shares his knowledge of the luxury brands market

Thursday, 8 July, 2010

Alan Way, Head of the Business Unit for Louis XIII China Remy Cointreau Group, producers of China’s top luxury cognac Louis XIII, said the key to success with luxury brands in China is to understand the local market and tailor product campaigns accordingly, in this week’s Cass Talks interview.

Mr Way explained his views to 120 Cass MBA students when he was a guest lecturer at the School’s annual China Symposium. He said the luxury brands market is not particularly susceptible to an economic downturn, such as has been experienced in the past few years.  He explained luxury brands have their own life cycle which are somehow less relevant to the general economic market.

The Cass Talks interviews are an opportunity to hear Cass faculty and guest lecturers give their perspective on current business and finance news stories, global issues affecting the business world and new research coming out of the School.

Listen, watch and download Mr Way’s Cass Talks and see other Cass academics share their opinions at

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