Luxury And Fashion Brands In China. A New Model For Integrated Communications On The Wave Of Glocalization

This thesis is aimed to analyze Integrated Communications (IC) strategies implemented by luxury and fashion companies in the Chinese market. The research investigates which kinds of Integrated Communication models have been recently implemented. The focus of the analysis is on the different choices in terms of localization or globalization of those integrated communication strategies.We have described the background for our research and we have underlined the recent changes in the mindset of luxury consumers and in the communications channels as well. After that, a new model for the analysis of the IC has been developed and the explanation of the strategies of the top players in the market has been conducted. The model is based on the positioning of each brand according to several communication channels. With this purpose, the China Localization Index (CLI) has been developed as a weighted score for each brand. Building CLI allows us to compare different brands and see the different impact of each communication channels in the IC models. Following the CLI scores, brands have been ranked and a correlation analysis has been performed in order to understand which channel has a higher impact on their local brands’ positioning.