Abstract
The chapter aims to provide an overview of whether mass-market digital marketing strategies are an oxymoron in the luxury fashion industry by focusing on China as a case study. The authors carefully review current market reports, media articles, and academic publications in order to shed light on who the current Chinese luxury fashion consumers are, how they are characterised, what their digital preferences are and how they engage with luxury fashion purchases. It provides an insight into key communication platforms used in China, how and why they have developed, and in how far they differ from Western platforms. The chapter concludes by highlighting what is currently known in the industry, yet under-researched in the field of academia, and thus, provides avenues of future research.
| Original language | English |
|---|---|
| Title of host publication | Fashion in China in the 21st century |
| Subtitle of host publication | from design to branding |
| Publisher | Springer Nature |
| Chapter | 8 |
| Number of pages | 13 |
| Publication status | Accepted/In press - 23 Jun 2021 |