Project title: “A study of Chinese luxury fashion brands’ performance in domestic market and branding strategies that could be used for Chinese luxury fashion brands”.
Zhou research explores and analyses the branding strategies used by some Chinese luxury brands, and find out the reason why Chinese luxury brands are not welcomed and accepted by Chinese consumers, and finally propose the appropriate strategies for Chinese luxury brands and high premium brands that intend to be luxury brands.
The researcher used PEST analysis to study whole Chinese luxury market environment due to the fact that it exert significant influence on Chinese brands’ performance.
As a result the Zhou concluded that Chinese luxury fashion brands don’t perform as the Western brands because they lack of strong and distinctive brand identities. The level of brand awareness, the country of origin and the lack of historical heritage also play a major role in the poor performance of the chinese brands.
As the pie chart indicates, lack of strong brand identities and inappropriate branding strategies are the main reason that Chinese luxury fashion brands are not financially successful as other western brands, and 24% and 19% of respondents respectively selected these two reasons. Only 11% of the respondents consider Chinese luxury fashion brands lacking of Chinese elements and designs.
For more information about the research you can contact Zhou on: