Chinese Capitalists Prefer Euro Stylings

NYT: American products are struggling these days in the Chinese market, where they have trouble measuring up to European brands and even some Chinese brands.
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Abby Chan, a 23-year-old advertising copywriter, took a break from shopping for Levi’s jeans at a mall here (Guangzhou, China) on Wednesday evening and relaxed at a table in a Starbucks restaurant.
Aside from coffee and denim, there were not many American brand products that interested her. She covets Chanel clothing and Louis Vuitton bags, dreams of owning a BMW or Mercedes-Benz someday, and struggles to think of an American brand that appeals to her.
“There are more choices for European brands, more styles, so they are more interesting,” she said.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.