Part of the session in the LVMH-SMU Luxury Research Conference, presented by Mirei Takashima, PhD, UCLA Anderson School of Management, in Track 1, Luxury Marketing & Consumers In China. The inaugural LVMH-SMU Luxury Research Conference was held on the 20 – 21 June 2016, at Singapore Management University. Attended by a total of and 120 guests and 50 academics globally.