Brands should stress individuality - Ben Cavender

Ben Cavender

Gone are the days when China's consumers formed herds for their purchases. Whether is is for jewelry or trips abroad stressing individuality of consumers if key to be successful as a brand, says branding expert Ben Cavender to the China Daily.

The China Daily:

"People are now trying to express their individuality, so brands should think how to make a product fit their lifestyle with high product quality and attention to detail," said Ben Cavender, principal at China Market Research Group, a data information company. 

"This is creating opportunities for niche brands and accessory makers to stand out. Major brands are not going anywhere, but they do have to rationalize product designs and categories more to ensure they are getting the right products to consumers quickly," he added.

More in the China Daily.

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