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The Financial Times has data to back up claims that Louis Vuitton has become too popular for its own good in China. Even though LV is still the most popular luxury brand in China, survey respondents from China's major cities like Beijing, Shanghai, Guangzhou, and Shenzhen were much less likely to say that that it was the luxury brand they most aspired to own. Only 18.8% of those surveyed from first-tier cities said they desired to own Vuitton, while 38.3% of respondent from third-tier Chinese cities said LV was the brand they most aspired to own.
According to FT, the data shows that Prada is eclipsing Louis Vuitton in top-tier Chinese cities. This goes along with earlier reports that called LV "a brand for secretaries" from the perspective of wealthy Chinese shoppers, and a large proportion of those surveyed in major cities said that they "specifically avoided purchasing brands that too many other people owned." LVMH is responding by slowing down expansion of Louis Vuitton stores in China and promoting LV bags that aren't so logo-heavy, while also pushing brands like Fendi and Celine in China.