However, during the latest reporting period, luxury behemoths have begun to see clearer signs of recovery in the Chinese market. In the latest fourth quarter, LVMH recorded 1 percent sales growth in Asia, excluding Japan but including China. Driven by Gen Z consumers, Burberry’s sales in China jumped 6 percent in the fiscal third quarter that ended December 27. Yet, moving back to 6 percent or more organic growth will demand the Chinese to revive,” according to Bernstein. In essence, Chinese consumers are still willing to shell out for true luxury, trade down in other areas, or find a local alternative.