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Luxury in China
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Wang, Qing (2022) Luxury in China. In: Donzé, Pierre-Yves and Pouillard, Véronique and Roberts, Joanne, (eds.) The Oxford Handbook of Luxury Business. Oxford Handbooks . Oxford University Press. ISBN 9780190932220 (In Press)
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Abstract
Luxury brands embody strong cultural narratives to express their authentic value and to make them more desirable. With globalisation and the democratisation of luxury, the nature of luxury consumption is changing. Emerging economies such as China have become not only the major market but a source of design inspiration for luxury brands. This chapter provides a systematic review of luxury brands in China in three distinct stages, followed by an in-depth analysis of the nature of luxury consumption in China and the transportation mechanism of brand narratives to different cultures. It concludes with several important findings and indicates that good storytelling provides an anchor for a brand’s esteem both at home and abroad. Instead of merely communicating the cultural narratives of their Western origin, luxury brands need to identify with Chinese culture in all elements of their business, from product design to brand communication. Finally, this chapter explores the impact of the global pandemic on luxury brands in China.
| Item Type: | Book Item | ||||||
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| Divisions: | Faculty of Social Sciences > Warwick Business School | ||||||
| Series Name: | Oxford Handbooks | ||||||
| Publisher: | Oxford University Press | ||||||
| ISBN: | 9780190932220 | ||||||
| Book Title: | The Oxford Handbook of Luxury Business | ||||||
| Editor: | Donzé, Pierre-Yves and Pouillard, Véronique and Roberts, Joanne | ||||||
| Official Date: | 2022 | ||||||
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| DOI: | 10.1093/oxfordhb/9780190932220.013.25 | ||||||
| Status: | Peer Reviewed | ||||||
| Publication Status: | In Press | ||||||
| Access rights to Published version: | Restricted or Subscription Access | ||||||
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