The Luxury Brand Transcultural Strategies in Contemporary Society

Take Louis Vuitton as an Example

DOI

10.2991/assehr.k.211020.249How to use a DOI?

Keywords

transculturalism, New media era, brand construction, China’s market, Louis Vuitton

Abstract

With the globalization of communication, the marketing strategies of luxury brands are also evolving. This essay will take Louis Vuitton as an example and analyze the main marketing strategies of Louis Vuitton in China from the perspective of transcultural communication. By analyzing Louis Vuitton’s exhibitions, advertisements, and the products that are tailored to Chinese consumers, the marketing strategies adopted by Louis Vuitton in China in the new media era will be analyzed. In addition, by analyzing the Chinese elements used in Louis Vuitton’s advertisements, this paper will analyze the establishment of Louis Vuitton’s symbolic value from the perspective of transcultural communication through Baudrillard’s theory of “The Consumer Society”. This paper strives to explore how a luxury brand builds its brand image, how luxury brands enhance consumers’ identification and acceptance with the brand in the perspective of transcultural communication in the era of new media.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuxuan Li
AU  - Ni Ni
AU  - Ning Yan
PY  - 2021
DA  - 2021/10/21
TI  - The Luxury Brand Transcultural Strategies in Contemporary Society
BT  - Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)
PB  - Atlantis Press
SP  - 737
EP  - 742
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211020.249
DO  - 10.2991/assehr.k.211020.249
ID  - Li2021
ER  -