Women's representation in the communication strategies of fashion firms: A comparison between Italy and China

Abstract

The thesis develops around the role of women in the communication strategies of fashion firms. Each chapter expands on a comparison between Italy and China; the analysis concerns on how brands, that have great influence on the European market, readapt their advertising campaigns and their communication to the Chinese market. Particularly, the topic develops around female icons, aesthetic changes, formal and symbolic ones, that are adopted in order to respect the culture and the Eastern consumer's preferences. The aim is to show how flexibility is at the basis of business success and the ability to understand different types of consumers (their values, customs, culture and tradition). Finally, the thesis wants to show how brands can take advantage of these, creating an effective and targeted communication. The analysis would focus on women: the aim is to verify if there is a kind of mercification or respect in the choice of icons and messages in the communication strategies. I would like to understand the processes through which effective communication is achieved; how marketing works to make the message clear and impactful and the implications on management of fashion firms.