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This chapter sets out to identify the key dynamics that are transforming the luxury landscapes of China and India. It is these dynamics that present new dilemmas in these ‘new normal’ market environments. For example, international luxury brands in India and China face the dilemmas of accessing new consumers, capitalizing on new distribution and communication channels, while at the same time maintaining the overall exclusivity of the brand itself. The chapter provides a rich body of discussion and debate that recognizes that the fine line between success and failure will be very much dependent on an accurate assessment of opportunities and risks.
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