Waitrose print, online and on national television, featuring celebrity chefs Delia Smith and Heston Blumenthal. In 1983 Waitrose became the first major supermarket chain to sell organic food, and by 2008 it had an 18% share of the organic food market. In September 2009, Duchy Originals, the struggling organic food business started by Prince Charles was rescued by Waitrose, which agreed to an exclusive deal to stock the range, and to pay a small fee to his charity. In return Prince Charles visited Waitrose shops and dined with senior Waitrose executives and their spouses. In August 2010, the Duchy range was
Chinese luxury shopping behaviour theories needs to be reinterpreted through the eyes of Eastern reality" (Wong & Ahuvia, 1998, p. 436). China is culturally a collectivist country, and identities are often described as Confucian collectivism which emphases the social relationship and group welfare over individual needs. Chinese consumers are concerned with positional value consumption in their luxury fashion brand purchasing behaviour. They perceive and pursue comprehensive values associated with luxury fashion brands. Chinese consumers put more emphasis on social value brands compared with other countries. They often use material possessions and brand names to reinforce their social identity. Luxury goods are their social tools