Thriving and Prosperous Oversea Luxury Brands in Asia: With a Case Study of Christian Dior
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DOI: 10.23977/WTED2022.027
Corresponding Author
Yating Zhao
ABSTRACT
This article is about how high-end foreign luxury brands entered Asian markets and why they have been successful in Asian areas. The booming in Asian economies enabled these companies to see commercial opportunities; however, there were also considerable challenges to overcome. Most goods and services were provided based on western cultures, while to establish shoppers’ approval and trust in the new markets, new designs with eastern culture backgrounds involved should be introduced to consumers. This article will provide analysis of Christian Dior as a particular case study. Besides, situations in China, Japan, and Korean are mainly discussed as typical example markets in Asia.
KEYWORDS
Luxury Brands, Asian Markets, Marketing Strategy