Waitrose Duchy Organic Originals Ltd is a wholly owned subsidiary company of The Prince of Wales's Charitable Foundation and donates to the charity from its profits. By 2013 the brand had raised £11 million from its profits for the Prince's Charities. In 2014 profits from Waitrose sales gave the Prince's Charities £3 million. In Canada the proceeds from sales of Duchy Originals products are donated to the charities associated with The Prince's Charities Canada. By 2012 more than one million Canadian dollars were being raised annually in this manner. The "Duchy Future Farming" programme was set up in 2013 in partnership with the
Chinese luxury shopping behaviour shopping channels, and price levels. Luxury goods companies are trying to improve their competitiveness with expanding their market geographically. They are oriented towards markets such as China, which currently is the biggest market for luxury and prestige brands from the Western industries. The number of Chinese consumers who can afford luxury goods is about 1.3billion (2012). Chinese consumers are increasingly brand aware, and they intend to invest in luxury fashion brands. Luxury goods companies have to cope with the challenge of cultural and purchasing power differences in China. According to Wong and Ahuvia: ´´The Western rationality inherent in most consumer