Foreign Luxury Research Articles

Investigating Materialistic Behaviour Towards Luxury Fashion Consumption

This study explores the pathway that lead the materialist to buy foreign products online. The research identifies bandwagon luxury consumption behaviour and perceived brand globalness as consequence of materialism. It also identifies the moderating role of consumer innovativeness between bandwagon luxury consumption behaviour and intention to buy foreign luxury products online. An online cross-sectional survey was used to gather information from respondents of purchasers of foreign luxury products in Pakistan. Questionnaires were distributed to respondents online and a total of 210 completed questionnaires were used in the analysis. The results show that Bandwagon luxury consumption behavior and perceived brand globalness had a significant positive relationship with materialism and intention to buy foreign luxury products online and positively mediates the relation between materialism and intention to buy foreign luxury products online. The Consumer innovativeness acts as a significant moderator between Bandwagon luxury consumption behavior and intention to buy foreign luxury products online. This research results, are helpful for the foreign companies who want to target consumers of Pakistan and also online local websites selling foreign product.

Research on Brand Marketing Strategy of Armani Cosmetics Based on the Chinese Market

This paper mainly focuses on the research on the brand marketing strategy of Armani cosmetics based on the Chinese market. It is believed that the Chinese makeup market has great potential to provide opportunities for both domestic and foreign brands to succeed. This paper aims to help Armani Beauty and other foreign luxury makeup brands achieve better marketing performance. Literature research has been used for clear analysis. A brief introduction of the Chinese (high-end) makeup market and consumer behavior, the specific marketing performance of Armani Beauty in China, and potential problems are demonstrated in sequence. After that, two corresponding suggestions for Armani Beauty are to broaden its distribution channels in second- and third-tier cities and focus more on growing the male makeup market. Also, two suggestions are provided for all foreign luxury brands: pay attention to omnichannel usage and ensure their extravagant brand image. This paper provides guided suggestions for Armani Beauty and other foreign luxury brands in Chinese marketing, helping them get a deeper understanding of the Chinese market and consumers, thus winning a better reputation and sales return.

Investigating Materialistic Behaviour Towards Luxury Fashion Consumption

This study investigates the path that leads materialists to purchase foreign products online. The study finds materialism's effects as bandwagon luxury consumption behaviour and perceived brand globalness. It also shows how consumer innovation affects consumer behaviour between bandwagon luxury consumption and inclination to purchase foreign luxury goods online. An online cross-sectional survey was utilized to collect data from 210 respondents who bought luxury goods from abroad in Pakistan. The findings demonstrate that Bandwagon luxury consumption patterns and brand-perceived globalness have a significant positive relationship with materialism and intention to purchase foreign luxury goods online and that Bandwagon luxury consumption patterns positively mediate this relationship. Consumer innovation significantly moderates the relationship between bandwagon luxury consumption and the propensity to purchase foreign luxury goods online. This study will be beneficial for foreign brand marketers interested in targeting Pakistani consumers through various channels and identifying bandwagon behaviour among Pakistanis

Carinthia and its south-western connections in the Early Iron Age.


 
 
 The south-western part of the Carinthian (or Frög) group of the Early Iron Age, located between the valley of the Gail/Zilja and Villach/Beljak (Rosegg/Rožek), bordered the Veneti in northern Italy and the Sveta Lucija group in western Slovenia. The relationships with these neighbours, alongside the trade in amber from the Baltic Sea, salt from Hallstatt and Dürrnberg, as well as iron and lead from the Alps, brought to the eastern Alpine areas not only foreign luxury goods, but also people and ideas. One communication with the southern neighbours led across the Predel/Predil Pass, evidence of which can be found in a pin with a moulded neck from Napoleonwiese at Villach that has parallels in Tolmin. Further along the Soča/Isonzo, contacts between Caput Adriae and Carinthia/Kärnten may be reflected in the pottery with lead appliqués. Evidence of such contacts and circulations of ideas can also be seen in the use and development of the Unec type pendants, in the boat fibulae (Kahnfibeln) of the Villach type and the Paularo type of east Alpine animal-headed fibulae (ostalpine Tierkopffibel) that indicate a common artisanal tradition in Posočje and Kärnten in the 5th/4th century BC, as well as in the commonalities that the tumulus from Schmeißer Boden at Gurina shows with the tumuli in Mel near Belluno.
 
 

Study on the Willingness of Sichuan Young Women in Using Online Lending Platforms Driven by Luxury Impulse Consumption

This study focuses on the Sichuan young women using lending platforms based on their luxury impulse consumption and how these platforms affect the perceived use, trust, and risk for the consumption. An in-depth analysis of the status quo and trends of Chinese residents’ luxury consumption psychology and consumption behavior has essential theoretical and practical significance for domestic and foreign luxury goods companies to explore the Chinese market better and promote the transformation and upgrading of my country’s consumer market. The three research objectives are: to explore the convenience brought by the emergence of Internet lending, to solve a series of customer attitudes through internet lending platforms, and to propose the control of the online media market.

Personal Tax Planning: Ownership of Foreign Luxury Assets—Tax Considerations

This article aims to provide a general understanding of the tax implications and practical considerations associated with the ownership of foreign luxury assets. The authors outline common forms of ownership and provide a sample analytical framework, setting out the various factors to be considered in reviewing a client's ownership options. They also discuss common types of personal-use luxury assets, and the benefits and risks affecting the choice of an appropriate ownership structure.

Brief Study on Marketing Strategies of French Luxury Brands in China - Taking Louis Vuitton as an Example

Luxury goods refer to those high-end items that are beyond the ordinary consumption level, which may not be daily necessities and are bought to pursue better life and taste. According to the traditional concepts of Chinese people, choosing to buy luxury goods is equivalent to “money worship”, which manifests extravagance and waste. However, researchers believe that luxury goods emerged as people’s income grew and their living standards improved, and they have unique social and economic significance, reflecting social progress and economic development. According to surveys and studies, hundreds of millions of Chinese people can afford luxury goods. Despite the fact that a number of luxury brands have entered the Chinese market, only a few succeeded. Among them, Louis Vuitton is the most outstanding one. What is the origin of the concept of luxury goods? How did foreign luxury brands achieve successful development? How did they market and promote their products and consecutively set sales records in China? Why are luxury goods so appealing? In this paper, these questions are discussed, where Louis Vuitton, a century-old established brand, is taken as an example to investigate its marketing conditions and methods in China, and put forward some views on its marketing and promotion strategies in China’s luxury goods market. Meanwhile, some suggestions on the marketing and promotion efforts of Chinese luxury brands are given, aiming to help these brands get rid of the current predicament.

Luxury during trade tensions. The influence of economic animosity, cosmopolitanism and patriotism on intention to buy foreign luxury products

PurposeUsing trade tensions as a background scenario, the study aims to investigate the dynamics of coexistence between cosmopolitan trends and the patriotic moods of luxury consumers, and how these feelings interact with both economic animosity and intention to buy luxury products originated in the hostile country.Design/methodology/approachThe analytical framework was tested through an empirical survey carried out on Russian and Chinese consumers. In total, 766 questionnaires were collected and were analysed using structural equation modelling method.FindingsResults confirm that patriotic sentiments and economic-based feelings are negatively associated with intentions to buy luxury products that originated in the hostile area. Furthermore, results show that cosmopolitanism positively influences intention to buy. However, the positive effect of patriotism on economic animosity combined with its indirect effect on the intention to buy may reduce the strength of luxury products.Practical implicationsThe study has practical implications since it identifies strategic suggestions for luxury companies' managers. More specifically, they have to be aware of the patriotic trends affecting Russian and Chinese consumers and should actively seek to leverage local partners' knowledge in order to better connect with customers' expectations.Originality/valueThe study contributes to a better understanding of the influence exerted by cosmopolitan orientation and patriotic feelings on luxury goods purchase intentions. The study also examines cosmopolitanism and patriotism as antecedents of animosity, which have not been extensively researched in the past with respect to the luxury sector.

“Sometimes I Feel Like Shakespeare...” (Intertextual Layers of “Pilgrims” by I. Brodsky)

The article examines the well-known poem by I. Brodsky “Pilgrims” (1958), and offers a new, in-depth interpretation of it. The authors of the work focus on the “second” version of Brodsky’s text, supplemented in 1959 with an epigraph from a sonnet by W. Shakespeare. Starting from the epigraphic lines, the authors of the article instead of the generally accepted interpretation of the poem (through the traditional motif of the pilgrim’s wanderings as the endless movement of a person through life) bring to the fore the image (post)Shakespeare’s pilgrims-thoughts, pilgrims-feelings. Changing the perspective of perception allows them to see deeper layers of Brodsky’s poem and re-interpret already familiar images and motifs. Thus, the title lexeme of the text — “pilgrims” — is explained; the “strange” image of the “blue sun”, interpreted by critics as an element “from science fiction”, is reinterpret-ed; the semantics of the motif of the modern “bar”, read by researchers “as a symbol of mysterious foreign luxury”, is explained; the “unexpected” quotation in the text of a poem by N. Nekrasov, unloved by Brodsky, analyzed and explained; etc. Identification of broad intertextual layers of “Pilgrims” — poems by K. Balmont, V. Bryusov, F. Sologub, A. Akhmatova, O. Mandelstam, M. Lokhvitskaya, etc. — allows the authors of the work to demonstrate the multiplied potential of the poem, to in-crease the intensity of the tragic understanding of the world by the lyrical hero of Brodsky.

Young consumer’s attitude toward local versus foreign luxury brands

ABSTRACT This paper investigates the young consumer’s attitudes toward local versus foreign brands of fashion products. A 4 by 4 fixed factor framework is utilized. This includes four fashion product categories (e.g., Sunglasses, Jeans, Shoes and Perfume) and four COO cues. The four chosen COO were Italy, Australia, South Korea and China. Data (n = 200) were collected using a convenient sample of undergraduate business students in a large university situated in Australia. The findings showed that young (non)status consumption revealed no significant difference in product quality and brand image evaluation for Australian and Italian branded products, however, luxury fashion products branded in Korea and China are not favored. Furthermore, the study suggests that low and high country image as well as the country-related product image are critical elements to influencing the product-country congruity between consumers and their perceptions of luxury fashion products. The findings from this study hold important implications and guidelines for luxury brands and fashion houses that wish to enter an international market to better understand the consumer behavior.

How Nationalistic Appeals Affect Foreign Luxury Brand Reputation: A Study of Ambivalent Effects

Drawing from cognitive learning theories we hypothesize that exposure to nationalistic appeals that suggest consumers should shun foreign brands for moral reasons increases the general belief in consumers that buying foreign brands is morally wrong. In parallel, drawing from the theory of psychological reactance we posit that such appeals may, against their communication goal, increase the reputation of foreign luxury brands. We term the juxtaposition of these apparently contradictory effects the “Ambivalence Hypothesis.” Further, drawing from prior research on source-similarity effects we posit that foreign luxury brands that communicate cultural proximity to target consumers (i.e., a local brand positioning) reinforce psychological reactance (“Clean Conscience Hypothesis”). We test these hypotheses experimentally in the context of luxury car brand advertising in China, a market that is heavily dominated by foreign brands, and therefore provides a breeding ground for ambivalent consumer reactions. Results show that exposure to nationalistic appeals enhances consumers’ national identity dispositions (patriotism, local identity), which results in higher levels of consumer ethnocentrism. Further, nationalistic appeals enhance the social responsibility associations that consumers hold for foreign luxury brands and their countries of origin, which results in a higher brand reputation. Finally, effects of nationalistic appeals on foreign luxury brand reputation are positively stronger for brands using a local vs. a foreign or a global positioning. These findings suggest that nationalistic appeals are a double-edged sword with important implications for ethics in political communication and luxury brand marketing.

Exploration on Marketing Strategy of Foreign Luxury Brand in China

Exploration on Marketing Strategy of Foreign Luxury Brand in China

A study on Indian fashion luxury retail market

The international luxury retail market is growing at a rapid pace in India. There is a massive amount of international brands, vying to introduce, develop and provide the luxury retail goods to the consumers in India. For this, they are attempting to develop effective and efficient distribution channels as well as marketing strategies to attract customers are not familiar with the luxury goods. The objectives of the study are firstly to evaluate the current performance of the luxury market in India. Secondly it aims to identify the opportunities available as well as the future scope of the luxury market. And lastly, the impact of GST and other government policies on the luxury retail market. The paper provides an understanding that there are enormous and untapped opportunities in the market and they are available only for the ones that are able to visualize the future trends and are able to re invent themselves in order to tackle the challenges. The study also brings out significant implications for both researchers and marketers. The rise of a confident consumer class, which is starting to experience premium and luxury brands, has become a symbol of an increasingly dynamic and vibrant luxury market that transcends India's ‘old money’. The luxury market in India is a market from Maharajas to Masses. They find the opulence of shops in five-star hotels and English speaking salespersons intimidating. Although the Indian Government's recent FDI policy for single brand retail is a step forward to develop the luxury sector, additionally fine modifications considering welfare of every stakeholder on fingers, is desired to facilitate the fluent entry of foreign luxury tags in India.

Entry and Expansion Strategies for Burberry in Oman by Applying Porter's Five Forces Model

The purpose of this study was to apply Michael E. Porter's “Five Forces” analysis to suggest how Burberry should pursue expansion into Oman and to reveal the strengths and weaknesses of the Omani market in terms of luxury brands. By employing Porter's model as the theoretical framework, an extensive review of published literature was conducted for this study. The results showed that several forces lower entry barriers for foreign luxury retailers in Oman, including deregulated policies and few competitors. There are few alternatives for Burberry to reduce the threats of substitutes. The results also showed that the intensity of competitive rivalry is not high in the Omani luxury market. The findings will be useful for the retailers for entering the Omani luxury fashion marketplace and provide an overview of Burberry's expansion into a new market by evaluating the multi-dimension of competition and conditions in Porter's five forces model.

LUXURY BRAND COMMUNICATION ON SOCIAL MEDIA: A QUALITATIVE STUDY OF THE CHINESE MARKET

In the current digital word, social media represent a relevant tool for marketing and communications strategies, which create new opportunities for firms to engage with their customers (Leeflang, Verhoef, Dahlstrom, & Freundt, 2013; Lemon & Verhoef, 2016; Libai et al., 2010). Among the sectors that leverage on social media in their communications, the luxury industry represents a main one. As previous research has mainly analyzed the consumer-side (Godey et al., 2016; Jin, 2012; Kim & Ko, 2012) overlooking the firm-side, the aim of this study is to investigate the cross-cultural issues faced by foreign luxury brands in implementing their social media strategies in China by carrying out a qualitative inquiry. China is the setting of analysis as it represents an increasingly relevant luxury market, characterized by the role of digital media as main communications and sales channel. Data collected consist of semistructured interviews with managers from foreign luxury brands operating in China in order to understand the issues faced and the strategies implemented. Moreover, an analysis of their social media presence on Chinese platforms such as WeChat and Weibo is conducted by considering the type of response activated among users. As pointed out by Belk (2017), qualitative advertising research can provide a better understanding of consumer response to advertising also in the rapidly growing field of social media, which have been mainly unexplored by qualitative approaches (Hadija, Barnes, & Hair, 2012). Moreover, an analysis on the firm-side will fill a gap in the existing literature and provide relevant managerial implications for international firms that operate in China.

Nationalism on Their Own Terms: The National Products Movement and the Coca-Cola protest in Shanghai, 1945–1949

AbstractThis article re-examines the meanings of Chinese nationalism and its relationship to vibrant and recurring National Products movements in modern China through the case of the Shanghai Coca-Cola protest of 1947–1948. In a campaign to revitalize national industry, the Chinese business community of Shanghai targeted Coca-Cola as a foreign luxury, and asked the Nationalist government to prohibit the importation of raw materials for Coca-Cola. However, archival materials show that not only was the Coca-Cola bottler in Shanghai—Watson's Mineral Water Company—a Chinese company but they had made large contributions during previous National Products movements. Using imported raw materials was also a very common practice in the Chinese soft drinks industry in the first half of the twentieth century. By revealing inconsistencies between the Chinese business community's statement of protest and the actual character of Coca-Cola's Shanghai bottler, this article argues that in this case Chinese nationalism became a pretext and tool for business competition. This research suggests that Chinese nationalism as an analytical lens remains complicated and its role and meaning in history must not be over-generalized. Rather than the existence of a unified and singular nationalism, Chinese nationalisms have been socially constructed over time, with multiple faces, interpretations, and functions for different interest groups.

Middle East luxury retail sector – opportunities or uncertainties in the future?

Subject area The subject area is international business and global operations. Study level/applicability The study includes BSc, MSc and MBA students and management trainees who are interested in learning how an industry can be assessed to make a decision on market entry/expansion. Even senior management teams could be targeted in executive education programs, as this case provides a detailed procedure and methodology that is also used by companies (multinational corporations and small- and medium-sized enterprises) to develop strategies on corporate and functional levels. Case overview A group of five senior executive teams of different Swiss luxury and lifestyle companies wanted to enter the Middle East market. To figure out the optimal market entry and operating strategies, the senior executive team approached the Head of the Swiss Business Hub Middle East of Switzerland Global Enterprise, Thomas Meier, in December 2012. Although being marked with great potential and an over-proportional growth, the Middle Eastern luxury market contained impediments that international firms had to take into consideration. Therefore, Thomas had to analyze the future outlook for this segment of the Middle East retail sector to develop potential strategies for the five different Swiss luxury and lifestyle companies to potentially operate successfully in the Middle East luxury and lifestyle market. Expected learning outcomes The study identifies barriers and operations challenges especially for Swiss and other foreign luxury and lifestyle retailers in the Middle East, understands the future (2017) institutional environment of the luxury and lifestyle retail sector in the Middle East and applies the institutions-resources matrix in the context of a Swiss company to evaluate the uncertainties prevailing in the Middle East luxury and lifestyle retail sector. It helps in turning insights about future developments in an industry (segment) into consequences for the corporate and functional strategies of a company. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes. Subject code CSS 5: International Business.

Purchase Intentions of Foreign Luxury Brand Handbags among Consumers in Kuala Lumpur, Malaysia

Abstract Luxury products are purchased and adorned by people to display wealth, prosperity, success, social status or merely the satisfaction of a superior product quality. The dominance of any one of these reasons for luxury goods purchase is influenced by culture. None of such study was found in Malaysia. In this study, we explored the motivations to purchase luxury brand handbags among Kuala Lumpur consumers. Unlike others, we also consider income as an added factor in perceived customers’ intentions to purchase in addition to the specific functional, experiential, symbolic, social influence; and trait of vanity dimensions. We used the self-administered questionnaires on 382 shoppers selected by the convenience sampling in major high-end shopping malls in Kuala Lumpur, Malaysia. Data was analysed for simple frequencies, factor analysis, correlation and hierarchical regression. Results indicate that functional value, vanity achievement and household income directly influence Malaysian consumers purchase intention for luxury goods. Marketing strategies to expand foreign luxury brand bags in Malaysia that incorporate these factors could have excellent chance of success.

The standardization-localization dilemma of brand communications for luxury fashion retailers' internationalization into China

This paper considers the standardization–localization debate within the context of foreign luxury fashion retailers' internationalization into the emerging Chinese marketplace. Luxury retailers must balance a global–local dilemma, given the challenging trading conditions of a complex marketplace with low brand awareness and loyalty, alongside the need to maintain exclusivity and standardization of brand image across all markets. Qualitative data from 22 luxury fashion retailers currently active in the Chinese market provide rich insights that reveal the decision-making process for marketing strategies that support entry into China. Foreign luxury retailers balance the ‘global–local dilemma’ in China firstly by locating operational management control within the strategic hub of Hong Kong, and secondly by implementing far more adaptive and enterprising marketing communications than seen in other mature markets. At the same time, foreign luxury retailers retain tight strategic control of key branding dimensions at head offices in their home markets, as part of a successful long-term luxury brand management strategy. As Chinese luxury consumers increasingly feel part of a global elite, over-localization may cause confusion over brand identity and country of origin (COO). The insights may be strategically useful for luxury retailers entering or expanding in China and also provide indications of future trends of luxury retailing in China and other emerging markets.

Brand Evaluation of Foreign versus Domestic Luxury Hotels by Chinese Travelers

Studies have shown that consumers in emerging markets, when compared with counterparts in developed markets, have more favorable performance evaluations of, and behavioral intention for, products imported from developed markets. On the other hand, there is growing evidence suggesting that foreign brands are not necessarily preferred, and Western products have declined in symbolic value in China. Since almost all prior research has occurred in the context of tangible consumer goods, the current study examined perceived brand performance of foreign and domestic luxury hotels among Chinese domestic travelers. Data were collected via a questionnaire survey from 304 guests staying in 11 domestic brand hotels and 307 guests staying in 15 foreign brand hotels. Results showed that respondents had similar brand performance ratings of the two hotel groups, and they were similarly satisfied regardless of the type of hotel visited. The academic contribution of the study and practical implications of the results are discussed.