Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)

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A Study on the Acceptance of Maison Margiela Tabi Shoes Advertisement by China’s Generation Z

Authors
Xuanye Zou1, *
1School of Foreign Language, Hunan University, Changsha, 410082, China
*Corresponding author. Email: Wevivien@hnu.edu.cn
Corresponding Author
Xuanye Zou
Available Online 19 November 2022.
DOI
10.2991/978-2-494069-05-3_121How to use a DOI?
Keywords
Tabi shoes; Advertising; Generation Z; Consumer expectation
Abstract

With China increasing in world financial status and influence, it is becoming a purchasing powerhouse for luxury goods. Generation Z, as the big part of luxury consumer, is raising a new wave by virtue of their increasing strong purchasing power. Compared to mainstream luxury fashion brand, Maison Margiela is more classical inner-personal which attracts Generation Z consumer by its distinguished design and captivating style. Thereby, analysing the effectiveness of Msison Maegiela’s advertising to Generation Z and their consuming expectation is far more significant. This study will use a questionnaire to investigate the Chinese Generation Z acceptance to Tabi of Maison Margiela advertising, in order to inform the brand’s marketing strategy and future brand development. And this study may fill a gap in comprehensive analysis of consuming expectation in Generation Z to luxury fashion brand. The results of the study show that the acceptance of Tabi advertising by Generation Z is influenced by the product, the promotion platform, the advertising format and the advertising content, which show a certain regularity and uniqueness.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 November 2022
ISBN
978-2-494069-05-3
ISSN
2352-5398
DOI
10.2991/978-2-494069-05-3_121How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xuanye Zou
PY  - 2022
DA  - 2022/11/19
TI  - A Study on the Acceptance of Maison Margiela Tabi Shoes Advertisement by China’s Generation Z
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 1013
EP  - 1020
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_121
DO  - 10.2991/978-2-494069-05-3_121
ID  - Zou2022
ER  -