A study of the characteristics needed for luxury brands to expand into the Chinese market——Taking Louis Vuitton as an example
DOI:
https://doi.org/10.54691/bcpbm.v45i.4891Keywords:
luxury brands; Louis Vuitton; case study.Abstract
With the rapid development of China's economy, luxury consumption is gradually taking up an important position in the Chinese market, and the Chinese luxury market has attracted the attention of major luxury brands. This study takes Louis Vuitton, the representative of luxury goods, as a case study to explain the history and current situation of Louis Vuitton, and to point out the problems of its brand marketing in China. The article also analyzed the characteristics needed for luxury brands to expand into the Chinese market.
Downloads
References
Chadha, R. and Husband, P. (2006). The Cult of The Luxury Brand: Inside Asia’s Love Affair with Luxury. Nicholas Brealey Publishing, London.
Rind, Bruce, and David Strohmetz. “Effect on Restaurant Tipping of a Helpful Message Written on the Back of Customers' Checks.” Journal of Applied Social Psychology, vol. 29, no. 1, 1999, pp. 139–144., https://doi.org/10.1111/j.1559-1816.1999.tb01378.x.
Berthon, Pierre, et al. “Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand.” California Management Review, vol. 52, no. 1, 2009, pp. 45–66., https://doi.org/10.1525/cmr.2009.52.1.45.
Downloads
Published
Issue
Section
How to Cite
