Over the years, the world’s appetite for luxury goods has grown at an encouraging rate. This has worked in favor of the various luxury brands that have grabbed the moment by increasing their production. Economic scientists suggest that luxury goods are income elastic and their demand therefore heavily relies on the change in income. In any market, particular merchandise conquers a luxury class performance, quality and durability matched with other substitute products. Others are perceived as luxurious due to their role as status symbols in the social economic arena. They may not necessarily be of high quality performance style and appearance but they are highly priced as compared to their substitutes. The global market has more than enough room for luxury products. It has accommodated these brands by maintaining a constant demand for the products that constitute its segment. There are several global luxury brands in the global market such as Louis Vuitton and Mercedes Benz. These brands began with a sole local market and built their way into the global arena. The market has developed mechanisms that set a product into the global path. One such mechanism is endorsement. Members of a category of a product have specific organizations which are entrusted with the responsibility of evaluating the superiority or otherwise of a brand. Once such a brand is endorsed it joins the competition. After endorsement the burden shifts to the proponents of the brand in as far as marketing and creating a consumer base. The company supporting the brand develops marketing strategies that propel the product in the sea of consumers. China presents a great opportunity for luxury products. Sales in the Chinese luxury market have been on an upward trend standing at US$2billion by 2004 making China the world’s third largest consumer of luxury goods. The market according Ernst & Young an authority in market research is expected to grow by 10 percent annually up to 2015 with sales expected to exceed $11.5 (Chung, pp 1-30). Historically Brands have opted to partially shift their production to china while retaining their main plant in their parent home countries for certain pertinent reasons. Besides economic structural and political concerns the Chinese market has developed a negative image for the label “Made in China” with most consumers associating it with low quality products. This has tremendous influence a brand’s value which is core to a luxury brand (Law, pp1-13). Despite the fact that a great proportion of their production comes from China, most companies choose to brand their products from their home countries. A Chinese luxury brand therefore will require a lot of time and money invested in changing the consumers’ perception. The Chinese Administration of products quality inspection indicate that 78% of the products they inspect achieve the quality and safety policy required in the market. These products were however overwhelmed by the negative impression caused by the 12% that failed to pass (Law, pp1-13). A Chinese brand would be attempting to venture into a saturated market that is flooded with well-established western brands that pose heavy competition. This means that the brand will demand a he