Options
Social media and luxury fashion brands in China: The case of Coach
Author(s)
Date Issued
2014
ISSN
2093-2685
Citation
Journal of Global Fashion Marketing: Bridging fashion and marketing, 2014, vol. 5(3), pp. 251-265.
Type
Peer Reviewed Journal Article
Abstract
Luxury consumption in China reached US$37 billion in 2012, making it the world's second largest luxury goods market. Many luxury fashion brands, such as Louis Vuitton, Gucci, Chanel and Coach, are making huge digital marketing efforts in China to increase brand equity and sales. This paper uses Coach as an example to explore how luxury brands use social media to connect with middle-class customers in China. After briefly summarizing the development of social media platforms in China, the key components of Coach's social media marketing strategy are highlighted and analyzed. Then a discussion of Weibo users' responses to Coach's posts is presented. The lessons learned from this study will help luxury brand marketers to engage in social media with Chinese users and improve their social media strategy in China.
Loading...
Availability at HKSYU Library
