No industry was safe from the havoc wreaked by the COVID pandemic – including the personal luxury goods market. The global luxury industry reported a 23% drop in 2020, representing the most significant annual decline in history and the first instance that sales have seen a contraction since 2009. Despite circumstances, Chinese consumers remained insatiable and the luxury sector in China continued its upward trend of at least 20-30% growth annually, to be the only regional market to grow in 2020 at a whopping 45%. While typical shopping hot spots such as Paris, London, Rome, New York, and Los Angeles saw a significant decline in sales due to the absence of affluent, high-spending Chinese tourists, emerging domestic shopping destinations such as Hainan saw a dramatic increase. Unsurprisingly, the luxury market in China is poised for tremendous growth over the next 10 years as China establishes more domestic luxury shopping destinations; consumer willingness to pay high domestic prices due to import taxes persists; and brands continue to leverage an entrant marketing strategy to frame themselves as premium luxury, such as how US outlet brand Coach has succeeded in China as a masstige luxury brand.