FTChinese.com offers luxury brands new marketing opportunity with 'Lux avenue' section launch

The new Lux Avenue section in FTChinese.com, which was established in 2003, offers readers profiles and stories about the luxury industry, highlights new trends in luxury products and provides a window into an international designer lifestyle.


Lux Avenue combines 60 per cent of the Financial Time’s international luxury coverage with original opinion pieces content for the FTChinese.com audience.

The channel will be updated every Friday. 
In addition to coverage of fashion, jewellery, watches, beauty, interior design and luxury travel, Lux Avenue will also feature reports on collecting, food and wine, hotels and celebrities. 



Stories in the launch included a report on the rising popularity of yachting among China’s newly rich and a slide show on the fashion of the Duchess of Cambridge, Catherine Middleton.

FTChinese.com will promote the new channel across the website, in a newsletter to its 1.76 million registered users and through social media sites Sina Weibo and QQ.

“China’s rapid economic growth and rising interest in and consumption of luxury goods, particularly among the business elite and aspiring middle class, means that it’s an ideal time to launch this new section on FTChinese.com,” said Angela Mackay, managing director, Asia-Pacific, Financial Times.