As major luxury brands like Gucci put the brakes on their China expansion efforts in 2013, taking a more wait-and-see approach to new store openings, Michael Kors continues to plow ahead.

At month’s end, Paris will play host to the third edition of China Connect, Europe’s largest conference on marketing and digital in China, founded by Laure de Carayon.

Despite the proven purchasing power and attractive spending patterns of traveling Chinese consumers, brands dramatically underinvest in this global customer segment in their home markets.

Aimed at stemming the flow of Chinese tourist-shoppers abroad, the pilot duty-free program launched by the Chinese government in Sanya two years ago is about to get a whole lot bigger.

For the unfamiliar, marketing luxury brands comes with its own subtleties. Here are five things to think about when developing a successful strategy for a luxury brand.