The expansion of Western fashion brands into Asian markets: marketing strategies and cultural localization
Giorgino, Francesco (A.A. 2024/2025) The expansion of Western fashion brands into Asian markets: marketing strategies and cultural localization. Tesi di Laurea in Brand management, Luiss Guido Carli, relatore Matteo De Angelis, pp. 99. [Master's Degree Thesis]
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Abstract/Index
The global fashion market: trends and challenges. From haute couture to global empires: the strategic evolution of western fashion brands. Dynamics of globalization and internationalization in fashion. The importance of expansion into emerging markets. Asian markets: focus on China and Japan. Economic context and consumers’ trends. Cultural profiles and consumption behaviors. Fashion, luxury and cultural identity. Strategic considerations for entering Asian market. Marketing strategies in localization processes. Adaptation vs. standardization in global fashion marketing. Global branding and intercultural communication. Customer experience and distribution strategies. Case studies: western fashion brands in Asian markets. Bridging theory and practice: managerial perspectives on global-local dynamics in Asian fashion markets. Methodology of the research. Limitations of the research. Thematic analysis of the interview.
References
Bibliografia: pp. 97-99.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77) |
| Chair: | Brand management |
| Thesis Supervisor: | De Angelis, Matteo |
| Thesis Co-Supervisor: | Costabile, Michele |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 13 Feb 2026 13:43 |
| Last Modified: | 13 Feb 2026 13:44 |
| URI: | https://tesi.luiss.it/id/eprint/44818 |
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