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According to Business Insider, China's luxury consumers have reached maximum Louis Vuitton brand fatigue and are distancing themselves from the once-popular name. "I don't see anybody carrying a Gucci or Louis Vuitton bag," Sara Jane Ho, founder of a Chinese etiquette school, told Business Insider. "My clients are sophisticated. My students are the people who were buying an Hermès bag 10 years ago and holding themselves to higher standards." Now that the brand has become ubiquitous in China, the country's wealthiest consumers no longer want to be associated with Louis Vuitton.
In his book, "The Bling Dynasty: Why the Reign of Chinese Luxury Shoppers Has Only Just Begun," HSBC managing director Erwan Rambourg analyzed that shift in shopper behavior. He explained that a luxury Chinese shopper might look at Louis Vuitton and think, "I can't buy Vuitton, I've seen it too much, it's a brand for secretaries."
Consumers themselves are backing up Rambourg's position. According to the report, a female billionaire told a Chinese market research company in 2011 that she wouldn't buy Vuitton because it's all over the place—and that was four years ago. "Everyone has it," she said. "You see it in every restaurant in Beijing. I prefer Chanel or Bottega Veneta now. They are more exclusive."