Distribution and retail strategies of italian fashion brands in China: Florentia Village case study.

Abstract

The purpose of this thesis is to analyze the main distribution and retailing strategies adopted by Italian firms when approaching the Chinese market, with a particular attention to the luxury fashion sector in China. Empirical evidence will be provided based on the analysis of Florentia village, China's first shopping mall only dedicated to Italian brands. In the first chapter the main characteristics identifying the Chinese luxury market will be presented, by providing data, positive and negative drivers of this market always in expansion. An overview of the Chinese consumer will be also proposed, in order to explain consumer changing trends from a cultural, socio-economic point of view, with a specific focus on middle class consumer of luxury goods. In the second chapter, an outline of the main distribution channels and retail strategies adopted by Italian fashion brands in China will be also carried out. In the last chapter the case of Florentia Village, China's first luxury outlet mall retail park dedicated to Italian brands, will be presented.