What women want

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June 2003

Chinese women may enjoy new freedoms in the home and at work, but they face conflicting ideals that marketers can help to reconcile.

Over the past 10 years, Chinese women have experienced a thrilling liberation of lifestyle choices. Fashion, once zealously monochromatic, now explodes with colour. Professional horizons have opened up and it's becoming more common for women to take control of major household decisions. New opportunities, however, mask a precarious balance that 'modern women' must maintain between competing societal and personal demands. Savvy marketers can position their brands as a means to resolve ...

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