Jil Sander’s Approach To The Chinese Luxury Market:Trends,Challenges,Opportunities And Possible Solutions To Acquire Market-Share In The Mainland

Since the1990s, consumer buying power in China has been subjected to an unstoppable growth. This has transformed the country into one of the most desirable markets for global luxury goods companies that have tried to establish themselves in the Mainland by capturing territory as fast as possible, improving store efficiency and optimizing their current network with local and national authorities, suppliers and clients. The goal of this thesis consists in specifying and describing the entry strategy adopted by Jil Sander, a high-end European fashion company, in exploring in detail some of the trends and challenges facing the brand and in highlighting the approach that it decided to adopt providing a comprehensive overview of the current situation of haute-couture products in China. Taking into account the fact that luxury goods are hard to bring into new retail areas where it is obviously troublesome to find partners and distributors, where sales people are not trained enough to deliver satisfying levels of customer service and the brand awareness is low, this document will try to study in detail and from a critical perspective the approaches embraced by the above mentioned fashion maison in order to get into the Chinese market and to conquer the local consumers. The industry’s challenges and trends will be investigated and proposals to gain more competitiveness and market share will be provided by comparing Jil Sander’s entry approach to that of more successful brands.