Chinese luxury consumers have declared that Louis Vuitton has become a "brand for secretaries" or "too ordinary" for them in a survey conducted in 2015 by Business Insider.However,despite the fact that luxury consumers have become more sophisticated,demand form the middle class shoppers has recently boosted the French companys sales in the Chinese market.What are the strategies adopted by Louis Vuitton in succeeding in an increasingly saturated market? This essay examines how Louis Vuitton has evolved over time in emerging markets and has promoted brand image to an expanding Chinese middle class.Studies on luxury brands,the middle class,and marketing strategies are well researched aspects of the Chinese economy,but little research has focused on understanding how a strategy is adopted by luxury brand across the country considering the Chinese city tier system.The system reflects a hierarchical classification of Chinese cities and the systems composition mirrors the consumersincome,occupation,and education as well as its perception,behavior,and sophistication.