What: Luxury brands are shifting their China strategies from traditional marketing to immersive experiences, creative collaborations, and sustainable partnerships.

Why it is important: This evolution reflects a broader industry trend toward value-driven engagement and long-term investment, as documented in recent Notion reports.

Luxury brands are redefining their approach in China, moving away from conventional marketing and trade exhibitions to focus on immersive experiences, creative partnerships, and sustainability. At the latest China International Import Expo, industry leaders such as Kering and Nike introduced innovative collaborations and localized strategies, signaling a commitment to deeper engagement with Chinese consumers. These efforts are complemented by a strong emphasis on cultural integration and the creation of experiential retail environments, as seen in flagship stores and new retail formats. Sustainability has become a core pillar, with brands piloting zero-carbon stores and adopting partnership models that prioritize responsible business practices. Underlying these changes is China’s robust technological and industrial landscape, which continues to attract significant investment and drive digital transformation across the sector. Collectively, these developments mark a strategic shift toward long-term symbiosis with the Chinese market, where creativity, sustainability, and technology are central to maintaining relevance and resilience.

IADS Notes: In October 2025, Inside Retail highlighted how luxury brands are prioritizing immersive experiences and innovative formats to deepen engagement in China. By March 2025, BoF was noting the growing importance of cultural integration and local experiences, while in April, Fashion Network emphasized the rise of new partnership models for sustainability. In June, WWD illustrated the power of experiential retail through Louis Vuitton’s Shanghai flagship, and at the start of the year, Fung Group detailed how digital innovation and China’s industrial strength are driving long-term investment in the sector.

Understanding luxury brands' new China strategy from the China International Import Expo