Branding in High Fashion Industry in China
Due to the booming economy of the country, the rising disposable income and strong desire of status expression, China is viewed as a promising land for the luxury industry, providing fertile ground for the growth of luxury goods suppliers. More and more famous foreign fashion businesses pour into Ch...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2007
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| Online Access: | https://eprints.nottingham.ac.uk/21334/ |
| _version_ | 1848792232077819904 |
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| author | Shen, Ye |
| author_facet | Shen, Ye |
| author_sort | Shen, Ye |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Due to the booming economy of the country, the rising disposable income and strong desire of status expression, China is viewed as a promising land for the luxury industry, providing fertile ground for the growth of luxury goods suppliers. More and more famous foreign fashion businesses pour into China and brand them to attract Chinese customers for their higher priced. This paper examines the mindset of the Chinese luxury fashion goods consumers, the drives and their attitude towards luxury fashion brands. In-depth consumer interview were all conducted and the managerial implications for marketers doing branding in China are discussed. |
| first_indexed | 2025-11-14T18:41:08Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-21334 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:41:08Z |
| publishDate | 2007 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-213342018-02-24T21:19:38Z https://eprints.nottingham.ac.uk/21334/ Branding in High Fashion Industry in China Shen, Ye Due to the booming economy of the country, the rising disposable income and strong desire of status expression, China is viewed as a promising land for the luxury industry, providing fertile ground for the growth of luxury goods suppliers. More and more famous foreign fashion businesses pour into China and brand them to attract Chinese customers for their higher priced. This paper examines the mindset of the Chinese luxury fashion goods consumers, the drives and their attitude towards luxury fashion brands. In-depth consumer interview were all conducted and the managerial implications for marketers doing branding in China are discussed. 2007 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/21334/1/07MSclixys21.pdf.pdf Shen, Ye (2007) Branding in High Fashion Industry in China. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Shen, Ye Branding in High Fashion Industry in China |
| title | Branding in High Fashion Industry in China |
| title_full | Branding in High Fashion Industry in China |
| title_fullStr | Branding in High Fashion Industry in China |
| title_full_unstemmed | Branding in High Fashion Industry in China |
| title_short | Branding in High Fashion Industry in China |
| title_sort | branding in high fashion industry in china |
| url | https://eprints.nottingham.ac.uk/21334/ |