China v. The West : The Battle for Luxury

The word "exotic" is undeniably problematic. It indicates something that only westerners can understand, something that is "outside" or "alien." Exotic places, or people are usually connoted with far away "foreign" places. Take for example the Louis Vuitton advertisement above. Nothing is learned about African culture, except that it is a place for the affluent and beautiful to vacation. However, as the economic statuses of each country fluctuate, so does the dominance over the luxury world.
China is growing to be the third largest luxury market in the world. As China's interest in the luxury market increases, our ideas of what is "exotic" are called into question. While in China, they may not be accustomed to using the word "Exotic" there is a large interest in Western Luxury Goods, as they are symbols of status and success.

"Chinese millionaires spend several thousands a year on luxury goods. According to the Hurun report, the average Chinese millionaire owns three cars and 4.4 luxury watches.The Chinese tend to like status symbols. They like to reward themselves and to show the world their achievements. Therefore, the Chinese prefer recognisable brands and products with logos."

Contrastingly, some argue that overly Westernized luxury products can be detrimental for their sales in China. What makes something luxurious in China, may not be the same as what is luxurious in the west.

China, which has made its mark as an extremely ambitious society, has arguably, a different taste for luxury than that of the west: "The USA is about showing you know/status, and China is about showing status but moving forward in society."(Huffington Post)

The Chinese fetishizing the West, could be seen as either an assimilation or a submission. (Or do the two coincide?) Furthermore, Does the West use China's interest artfully, or ignorantly? Some say that western luxury brands are changing their advertising aesthetic in order to appeal to Chinese cities outside of Hong Kong and Shanghai.(Reuters) On the other hand, some companies comment on China, without actually appealing to it. Take for example, the Dior advertisement below.

This advertisement entitled "Shanghai Dreamers" sends a very un-subliminal message. In the middle we have a seemingly Caucasian woman, in a what is presumably a Dior dress, surrounded by Chinese clones. This advertisement does not so much tap into the minds of the growing Chinese market, but further perpetuates ideas of unfair western exclusivity. China, who seems to be handling their economy better than most nations, should be given a little more credit within Advertising.

It seems that Luxury Brands are both struggling with and indulging China as their population of young millionaires continues to rise. Whether or not China will make the West "exotic" is unkowable. What can be foreseen, is China's undeniable and powerful presence in the luxury world.