KOREASCHOLAR

THE STANDARDISATION-LOCALISATION DILEMMA OF BRAND COMMUNICATIONS FOR LUXURY FASHION RETAILERS’ INTERNATIONALISATION INTO CHINA

Sindy Liu, Patsy Perry, Christopher Moore
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271925
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1283-1287
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper considers the standardisation-localisation debate and analyses qualitative data from 22 luxury fashion retailers to reveal the decision-making process for marketing strategies that support entry into China, in terms of balancing the ‘global-local dilemma’ in an emerging marketplace alongside the need to maintain exclusivity of brand image across markets.

Keyword
Standardisation-localisationBrand imageGlobal-local dilemmaLuxury fashion marketLuxury retailing
Author
  • Sindy Liu(London College of Fashion)
  • Patsy Perry(The University of Manchester)
  • Christopher Moore(Glasgow Caledonian University)