Riassunto analitico
Since 2010, lots of world luxury brands such as Gucci, have transferred their Asian-Pasific headquarters from Hong Kong and Singapore to Mainland China. This trend indicates the changing market situation in recent years.
With the great economic development in China, Chinese consumers are eager to purchase the products which can show their social status and represents quality, good taste, fashion trend and personality. Therefore, it is necessary for all the luxury brands, especially Italian brands to think of a better way to reach the new clients in the emerging market. Transferring the headquarter is just the beginning, we should do more.
In this thesis, I introduced the basic knowledge about luxury products and luxury brands; analyzed the world’s current luxury situation ; the world’s luxury consumers behavior and also the general background of the world’s biggest luxury group.
I put more emphasis on analyzing the changes of Chinese luxury market, the reasons that cause the change and furthermore, the new trend that all the luxury companies should pay attention to.
Italian companies, as leading luxury groups in the world, should catch the chances of the Chinese market, making customized plan for the special Chinese consumers to meet all their needs. Hence, getting highest profit and brand awareness in the region.
I hope the report can give you an clear picture about what is happening in the luxury world and do little help for the Italian luxury companies to better reach the huge potential Chinese market.
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