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

In: The Art of Digital Marketing for Fashion and Luxury Brands

Author

Listed:
  • Serena Rovai

    (Excelia Business School)

  • Li Jing

    (Chongqing University)

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.

Suggested Citation

  • Serena Rovai & Li Jing, 2021. "Luxury Fashion in the Chinese Marketplace and the New Online Channels: An Emerging Perspective," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 345-363, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70324-0_14
    DOI: 10.1007/978-3-030-70324-0_14
    as

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