Introduction PART I: THE LUXURY INDUSTRY AND THE CHINESE SOCIO-CULTURAL CONTEXT IN TRANSITION 1. The birth of luxury in China and trends since Imperial times 2. The impact of cultural values and habits on the luxury market 3. Chinese institutional and legal barriers to the development of a luxury industry 4. The Chinese aesthetic and the new creative movement from East to West PART II: CHINESE CUSTOMERS - INSIGHTS INTO THE NEW CHINESE LUXURY EXPERIENCE 5. The impact of geographical expansion and new urban dynamics on client segmentation 6. One-, two and multiple-segment Chinese luxury clients and the rise of the middle class 7. Digital innovation and communication and its key role in Chinese luxury consumption 8. The Chinese luxury client: current profile and new attitudes PART III: THE EMERGENCE OF THE CREATIVE PHASE - FROM INTERNATIONAL TO CHINESE BRANDS 9. Luxury tourism: the new shopping perspective 10. The identity of international luxury brands 11. Chinese luxury brands: the new creative phase and identity in the local market 12. 'Chineseness' in luxury: future challenges and perspectives Conclusion Bibliography.