Luxury without borders: the impact of Chinese globetrotters on European fashion brands. The case of Christian Dior.

Abstract

The thesis aims at explaining which is the current marketing strategy adopted by European fashion brands in relation to an increasing affluence of Chinese tourists. The introductory chapter illustrates the economic and historical conditions that have led China to become one of the fastest-growing consumer markets in the world. Among the huge population belonging to the specific areas analyzed, there are enormous differences: the issue will be deeply discussed in order to demonstrate how is fundamental to define specific targets inside the extended market. An analysis based on psychological and sociological perspectives has been developed in order to trace peculiar cultural and social traits of Chinese consumers. In relation with the segmentation analysis, a consumer purchasing preferences research has been conduced adopting geographical criteria. This is crucial for European enterprises willing to capture and satisfy the increasing demand, in relation with clients collectively interested in specific categories of goods and services. Later on, an examination of the evolutive pattern that Chinese consumers have taken nowadays will be presented: the continuous widespread phenomena of tourists addicted to western tastes has become viral and transmissible. The interest towards the most relevant fashion brands and couture-heritage historical Maisons is fascinating and pushing them to the discovery of new stylistic behaviors. One of the most important names in fashion and the overall luxury scenario will be taken into consideration, combined with a direct personal experience. The case study of Christian Dior is then illustrated as example and benchmark: it outlines the marketing strategies and positioning that make the Chinese economy so critical for this luxury brand.