By  on August 15, 2011

Chinese brands may be committed to shattering the notion that Made in China implies inferior quality, but they can’t count on the luxury powerhouses of Europe to relinquish market share without a fight. Executives from these houses hold firm to the belief that the signage Made in Italy and Made in France sends a powerful message about provenance, luxury and quality.

“A sense of place is crucial for the long-term viability of a brand,” says Fendi ceo Michael Burke. “Chinese consumers are voracious consumers of brand history. They buy into the entire story of the brand.”

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