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Luxury Fashion in the Chinese Marketplace and the New Online Channels: An Emerging Perspective

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The Art of Digital Marketing for Fashion and Luxury Brands

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Abstract

In recent past years, global luxury fashion brands have increasingly focused on social media marketing (SMM) to effectively compete in the Chinese luxury consumer market. Consequently, SMM in the Chinese market is attracting increasing interest from scholars in luxury fashion marketing. The highly diversified Chinese luxury customers have shown different shopping attitudes as well as mode of experiencing luxury shopping, mainly in the online marketplace; this implies that a new way of conceiving business operations for luxury fashion brands and a central role for the Chinese consumer is needed. The Chinese online marketplace seems to be a key phenomenon for luxury and fashion; academia has not sufficiently analysed its different components specific to the Chinese geographical context. As a result, this chapter, after reviewing the main conceptual studies in the field of online marketing in the Chinese luxury and fashion context, will try to provide an emerging research agenda related to the specificities of online Chinese luxury fashion channels for future empirical studies in the field.

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Authors and Affiliations

  1. Excelia Business School, La Rochelle, France

    Serena Rovai

  2. Chongqing University, Chongqing, China

    Li Jing

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  1. Serena Rovai
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  2. Li Jing
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Editors and Affiliations

  1. Institute of Business, Industry and Leadership, University of Cumbria, Lancaster, UK

    Wilson Ozuem

  2. Department of Economics and Business, University of Florence, Florence, Italy

    Silvia Ranfagni

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Rovai, S., Jing, L. (2021). Luxury Fashion in the Chinese Marketplace and the New Online Channels: An Emerging Perspective. In: Ozuem, W., Ranfagni, S. (eds) The Art of Digital Marketing for Fashion and Luxury Brands. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-70324-0_14

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