Research on the Localization Strategy of Luxury Brands in the Chinese Market: Taking LOEWE's Chinese Monochromatic Glaze Series as an Example

Jingwen Cai

2025

Abstract

In the context of globalized business, the Chinese luxury market has risen rapidly, posing new challenges to the localization of luxury brands. This study selects the collections launched by LOEWE in spring and summer 2023, which incorporates the elements of Chinese Ming Dynasty monochrome glazed porcelain, as a case. It uses questionnaire surveys and field theory analysis to explore the localization strategies of luxury brands in the Chinese market. The research findings show that LOEWE has effectively enhanced its brand awareness and market competitiveness by deeply integrating Chinese cultural elements, and has stimulated consumers' purchase intention. However, the cultural integration strategy also has the risk of causing misunderstandings or controversies. The research conclusion points out that luxury brands need to balance cultural respect and innovation during the localization process to achieve sustainable development. Through the analysis of the specific case, this study provides a new perspective and strategic guidance for the localization of luxury brands in emerging markets.

Paper Citation

in Harvard Style

Cai J. (2025). Research on the Localization Strategy of Luxury Brands in the Chinese Market: Taking LOEWE's Chinese Monochromatic Glaze Series as an Example. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 561-566. DOI: 10.5220/0014145700004942

in Bibtex Style

@conference{apmm25,
author={Jingwen Cai},
title={Research on the Localization Strategy of Luxury Brands in the Chinese Market: Taking LOEWE's Chinese Monochromatic Glaze Series as an Example},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={561-566},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014145700004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Research on the Localization Strategy of Luxury Brands in the Chinese Market: Taking LOEWE's Chinese Monochromatic Glaze Series as an Example
SN - 978-989-758-791-7
AU - Cai J.
PY - 2025
SP - 561
EP - 566
DO - 10.5220/0014145700004942
PB - SciTePress