As lockdowns lift in China, developments in the domestic luxury market are raising questions about overseas purchasing. Rather than pandering to pre-COVID habits, brands looking to court these shoppers are under pressure to accommodate shifting values and loyalties within the country.

A survey has revealed that Chinese travellers are prioritising luxury accommodation on holiday and are willing to splurge on hotels over other experiences. Following the end of China's zero-COVID policy, travel habits in the country are shifting to prioritise experiences over shopping.

From putting off marriage to ‘lying flat’, Chinese young people are quietly rejecting their country’s rigid social norms, seeking out more mindful activities, and ‘do-gooding’ on behalf of society. How is their growing sense of individualism impacting how they buy luxury?

Canada Goose, a brand known for its luxury winter apparel, has amassed a sizeable fanbase in China by navigating the tricky domestic market and consumer expectations. As Chinese shoppers are increasingly seeking brands that subtly communicate status, can functional luxury meet this desire?