Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

The Success of Luxury Goods Branding in China: A Case Study of Gucci

Authors
Huatong Lai1,†, Zijun Xian2,†, *
1Guangdong Country Garden School, Foshan, 528000, China
2Guangdong Country Garden School, Foshan, 528000, China
*Corresponding author. Email: guanghua.ren@gecacademy.cn
Corresponding Author
Zijun Xian
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.207How to use a DOI?
Keywords
Branding Management; Strategic Management; Chinese Context; Gucci
Abstract

The luxury products businesses have been flourishing in China in the past few decades. Gucci, one of the most prominent leaders of luxury brands, is taken as the focal case of this study. Specifically, in this paper, some core branding strategies implemented by Gucci are reviewed and discussed. Aside from the delineation of the competitive advantages of Gucci, some challenges it faces have also been revealed. This case study would shed light on the ensuing branding and marketing management of ensuing luxury products companies in Chinese context.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Download article (PDF)

Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.207How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Huatong Lai
AU  - Zijun Xian
PY  - 2021
DA  - 2021/12/15
TI  - The Success of Luxury Goods Branding in China: A Case Study of Gucci
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1278
EP  - 1281
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.207
DO  - 10.2991/assehr.k.211209.207
ID  - Lai2021
ER  -