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  "documentTitle": "True-Luxury Global Consumer Insights 7th Edition",
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  "notes": "Uses a metaphorical road fork image to illustrate strategic divergence.",
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      "text": "Would they sober-up to appeal Westerns? Would they follow extro values to appeal Chinese consumers?",
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      "text": "Extra is still cool: Chinese consumers appreciate bold/extravagant values; luxury as fun identity statements.",
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      "text": "Towards the Sober Era: Preference for temperance and 'slow fashion'; linked to sustainability; mature markets becoming more thoughtful.",
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      "text": "LUXURY WORLDS TRAVELS NOT ONLY AT TWO SPEEDS BUT ALSO TOWARDS TWO DIFFERENT DIRECTIONS",
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