Waitrose Duchy Organic originate, manufacture, distribute and sell Duchy products within the UK through its stores as well as via third parties. The tradition of donating royalties to charity has continued and the Prince of Wales has continued his involvement with the brand. The company Duchy Originals originated the "Duchy Originals" brand in 1990 as a premium organic food and drink brand. It also created two other brands, "Duchy Selection"s and "Duchy Collections". "Duchy Selections" was a range of premium free-range (but not organic) pork and fish products and mineral waters, and "Duchy Collections" was a range of high quality non food products.
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