The Success of Luxury Goods Branding in China: A Case Study of Gucci
Authors
Huatong Lai1,†, Zijun Xian2,†, *
1Guangdong Country Garden School, Foshan, 528000, China
2Guangdong Country Garden School, Foshan, 528000, China
*Corresponding author. Email: guanghua.ren@gecacademy.cn
Corresponding Author
Zijun Xian
Available Online 15 December 2021.
- DOI
- 10.2991/assehr.k.211209.207How to use a DOI?
- Keywords
- Branding Management; Strategic Management; Chinese Context; Gucci
- Abstract
The luxury products businesses have been flourishing in China in the past few decades. Gucci, one of the most prominent leaders of luxury brands, is taken as the focal case of this study. Specifically, in this paper, some core branding strategies implemented by Gucci are reviewed and discussed. Aside from the delineation of the competitive advantages of Gucci, some challenges it faces have also been revealed. This case study would shed light on the ensuing branding and marketing management of ensuing luxury products companies in Chinese context.
- Copyright
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Huatong Lai AU - Zijun Xian PY - 2021 DA - 2021/12/15 TI - The Success of Luxury Goods Branding in China: A Case Study of Gucci BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 1278 EP - 1281 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.207 DO - 10.2991/assehr.k.211209.207 ID - Lai2021 ER -