Wei Song noticed the fashion models first. Preening in chiffon-and-lace gowns, they flanked the entrance to Shanguang Jewelers’ flagship store on Nanjing Road. A vintage Eagle roadster was parked nearby, with a dozen well-heeled men and women clustered around it. Song could see many more people inside the store, sipping champagne. Many were trying on watches.
"Case Study: How Should an Understated Luxury Brand Compete Against Bling?" is from hbr.org, published on February 28, 2017.