Research on the Localization Strategy of Luxury Brands in the

Chinese Market: Taking LOEWE's Chinese Monochromatic Glaze

Series as an Example

Jingwen Cai

School of Economics and Management, Fujian Agriculture and Forestry University, 350002, Fuzhou, Fujian, China

Keywords: Localization Strategy, LOEWE, Field Theory.

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.

1 INTRODUCTION

In the context of global business, China has become a

major consumer of luxury goods. Its consumers,

especially millennials and Generation Z, have

relatively high requirements for the integration of

brand culture.According to China Luxury Goods

Report released by the China Luxury Goods

Association, in 2014, Chinese consumers' global

consumption of high-end consumer goods reached

955 billion yuan, accounting for approximately 21.9%

of the total global high-end consumer goods market.

This demonstrates the huge potential of the Chinese

market and also highlights the urgency of the

localization strategies of luxury brands (Yan, 2016).

LOEWE incorporated the elements of Chinese

Ming Dynasty monochrome glazed porcelain into its

spring and summer 2023 collection, balancing

tradition and modernity, culture and aesthetics,

making it a typical case. It also exposes the difficulties

faced by luxury brands entering China, that is, how to

effectively integrate culture and brand, avoid the

accumulation of elements, and achieve innovative

development.

At present, the academic community has

conducted more research on the localization of general

consumer goods brands, while relatively less research

has been done on luxury brands. Given the unique

cultural and high-end attributes of luxury brands, the

localization strategies are more complex. Existing

research mainly uses case analysis and questionnaire

surveys to explore the localization strategies of luxury

brands in China. However, there are problems such as

insufficient research depth and lack of product

innovation analysis, making it difficult to

comprehensively reflect the diversity and complexity

of the localization strategies of luxury brands.

Through the case analysis method, obtaining

information by the questionnaire survey method, and

based on field theory, the content covers aspects such

as cultural integration, market positioning, and

product innovation.

This study aims to fill the academic gap, improve

the brand localization theory, provide comprehensive

guidance for luxury brands' brand building and market

expansion in emerging markets, help them accurately

position the Chinese market, achieve successful

localization transformation, promote the sustainable

development of the industry, and provide new ideas

and strategic references for luxury brands' competition

in the Chinese and global markets.

Cai, J.

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

DOI: 10.5220/0014145700004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 561-566

ISBN: 978-989-758-791-7

561

2 LITERATURE REVIEW

Previous studies have mostly focused on the field of

general consumer goods brands in terms of brand

localization strategies. For example, in An Analysis

of the Brand Localization Strategy of The Coca-Cola

Company by Chen Ling, taking The Coca-Cola

Company as an example, she explored the ways of

brand localization for consumer goods and analyzed

the reasons for its success, providing a useful

framework for understanding the basic localization

paths of brands (Chen, 2010). However, research on

the localization strategies in the unique field of luxury

brands is relatively scarce.

Most of the existing research on the localization

of luxury brands adopts the case analysis method and

the market research method. Taking the research by

scholars such as Duan Lei, Wang Sining, and Kou

Guanghan in Localized Communication of

International Brands - Taking the Marketing of

Valentino's Pink PP Series as an Example as an

example, they conducted in-depth exploration of the

specific case of the Valentino brand entering

emerging markets and sorted out the actual measures

taken by the brand in aspects such as brand

positioning and marketing strategies. To a certain

extent, this has revealed the initial response methods

of luxury brands in the new market environment

(Duan et al., 2023). However, these studies merely

stay at the description of phenomena and the

presentation of superficial strategies. They fail to

further dig into the cultural roots on which these

strategies are based. Regarding the key issue of how

brands can innovatively integrate deeply with local

culture while inheriting their own core values so as to

achieve the sustainable growth of brand value, there

is a lack of in-depth theoretical explanations and

empirical analyses. As a result, both the depth and

breadth of the research have obvious limitations and

cannot provide comprehensive, precise and forward-

looking guidance for the localization practice of

luxury brands.

Field Theory provides a new direction for the

research on the localization of luxury brands. This

theory was put forward by the French sociologist

Pierre Bourdieu. It emphasizes that there are various

fields in social space, and each field has its own

specific rules and power structures. In the research on

the localization of luxury brands, Field Theory can

help to understand how brands position themselves in

specific market fields and adopt corresponding

strategies to gain or maintain a competitive advantage

(Husu, 2022). In the research on luxury brands, it is

less applied, but of great value. This research will

introduce Field Theory, analyze elements such as

consumer culture and competitors in the Chinese

luxury goods market, explore the positioning and

strategy evolution of brands like LOEWE in the

Chinese market, make up for the deficiencies of

existing research in the in-depth analysis of luxury

brands and theoretical application, expand research

perspectives and methodological approaches, and

deepen the understanding of the localization

strategies of luxury brands.

3 BACKGROUND

3.1 The LOEWE Brand

3.1.1 The Background of the LOEWE

Brand

LOEWE, a Spanish luxury brand under the LVMH

Group, is renowned for its unique designs and high-

quality products. In recent years, under the leadership

of Creative Director Jonathan Anderson, LOEWE has

been constantly exploring and experimenting with

new design concepts and craftsmanship techniques,

combining tradition with modernity to create a series

of products that are highly favored by consumers

(Kim, 2019). Its brand design style is renowned for

its extreme attention to detail, superb craftsmanship

and unique designs, occupying a unique and

important position in the global luxury goods market

(LOEWE, 2017).

3.1.2 The Background of the LOEWE Case

In the spring and summer of 2023, LOEWE

ceremoniously launched a new collection and

officially declared its cooperation with Deng Xiping,

a ceramic art master in Jingdezhen, China and a

representative inheritor of national intangible cultural

heritage. This cooperation focused deeply on the

"monochrome glazed ceramics" of the Ming and Qing

Dynasties. Taking this as the core source of

inspiration, a series of products including bags,

clothing accessories and so on were meticulously

designed. The series ingeniously extracted the rich

and diverse colors from the monochrome glazes and

skillfully integrated them with modern design

elements. It was especially perfectly presented on

classic handbag styles such as Puzzle, Hammock and

Flamenco, interpreting the ultimate elegance

contained in the monochrome glazes from a modern

perspective in a brand-new way. In addition, to

further enhance the sense of detail of the products,

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ceramic rabbit pendants in the same color series as the

bags were especially launched in the series,

integrating unique cultural charm and cute elements

into the overall design.

Once this series of products was launched, it

received praise and favorable comments from

numerous consumers. Chinese consumers generally

believe that this series not only vividly showcases the

charming appeal of Chinese traditional culture, but

also fully reflects LOEWE's respect and

understanding for Chinese culture. Its product designs

are exquisitely beautiful, and the details are handled

with meticulous care. It has successfully achieved a

perfect combination of aesthetics and practicality,

thus winning the sincere favor of a vast number of

consumers.

3.2 Chinese Monochrome Glaze

Chinese monochrome glaze is also known as "single-

color glaze", "pure-color glaze" or "single-pass

glaze". It means that after metal compounds are added

to the glaze layer of utensils as colorants, only a single

color presented. Its uniqueness lies in the fact that due

to the different chemical components contained

within the porcelain glaze, various single colors will

appear after the porcelain is fired, such as the fresh

and elegant celadon glaze, the gorgeous and eye-

catching red glaze and so on. Although monochrome

glazed porcelain is relatively simple in terms of color

presentation, it has, on a profound level, become a

classic interpretation of the supreme aesthetic realm

that "the ultimate beauty lies in nature". With its

simple and pure color expressions, it contains

profound cultural connotations and artistic values.

Adhering to the high-level artistic realm of utmost

purity, simplicity and beauty, it occupies an important

position in the ceramic field. Just as the saying goes,

"The ultimate beauty lies in nature" (Jiang & Jiang,

2024).

4 RESEARCH METHODOLOGY

4.1 Data Collection

This study adopted the questionnaire survey method

to collect data. The design of the questionnaire

covered single-choice questions and multiple-choice

questions. Its purpose is to collect in-depth and

systematically the comprehensive awareness level of

consumers regarding the LOEWE brand and its

highly distinctive Chinese monochrome glaze series,

including their understanding of aspects such as brand

recognition, cultural connotations, and product

features; their attitudinal inclinations towards the

brand and its series of products, like the degree of

fondness, preference factors, brand loyalty, etc.; as

well as the characteristics of their actual purchasing

behaviors, such as key information like purchase

frequency, purchase channels, and factors influencing

purchase decisions.

In the questionnaire distribution process, this

study mainly relied on online channels. With the

extensive dissemination characteristics possessed by

various current online platforms, it is possible to

break through the limitations of region and time and

quickly reach a large number of potential

respondents. Meanwhile, the convenience of

operating online platforms enables the distribution

and collection processes of questionnaires to be

highly efficient and smooth, which greatly improves

the research efficiency. In this way, the author

endeavors to cover diverse sample groups with

different age groups, geographical distributions,

occupational categories and consumption habits, and

obtain rich data information from multiple

dimensions, so as to ensure the richness and

representativeness of the collected data and lay a solid

foundation for the subsequent precise and in-depth

research and analysis.

4.2 Sample Description

Finally, a total of 327 valid questionnaires were

collected through the questionnaire survey, covering

consumers of different ages, genders and income

levels. In terms of the age distribution, the samples

were mainly concentrated in the age range from 18 to

46 years old. Most consumers in this age group

already have independent consumption abilities.

Their consumption concepts are relatively mature and

are in a state of dynamic change. Their awareness of

fashion brands and consumption behaviors show

diversified characteristics, which can provide more

targeted and valuable data information for this

research.

4.3 Data Analysis

4.3.1 Descriptive Statistical Analysis

Descriptive statistical analysis aims to systematically

sort out, summarize and organize the large amount of

data collected through the questionnaire survey. By

calculating key statistical indicators such as

frequencies and percentages, the feedback

information from consumers on the LOEWE brand

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

an Example

563

and its monochrome glaze series can be presented

quantitatively, thus clearly outlining the basic

outlines and overall trends of consumers in terms of

awareness levels, attitudinal inclinations and

purchasing behaviors, and providing a data overview

for the subsequent in-depth analysis. The gender ratio

of the samples is 51.07% for males and 48.93% for

females. The balanced gender ratio can ensure that the

research results will not be biased due to gender

imbalance, thus reflecting the attitudes and behavior

patterns of both male and female consumers towards

the LOEWE brand and its product series in a more

comprehensive and objective manner. In addition, the

monthly income range of the sample group is from

below 5,000 yuan to over 50,000 yuan. The extensive

coverage of income levels enables the research to

deeply explore the impact of consumers with different

economic strengths on the consumption behaviors

and market positioning of the LOEWE brand and its

monochrome glaze series, providing a powerful basis

for the brand to formulate marketing strategies in

markets at different consumption levels.

4.3.2 The Application of Field Theory

The introduction of Field theory provides a unique

sociological perspective for analyzing the

development trend of the LOEWE brand in the

Chinese market.By deeply understanding the unique

rule systems, power structures and interactive

relationships among various participating entities in

the Chinese luxury goods market, a series of

strategies adopted by the LOEWE brand in the

process of localization and its evolutionary logic can

be interpreted.This theory helps to reveal how

corporate decisions influence a brand's market

position in a complex market environment, as well as

the corresponding changes in consumers' awareness,

attitudes and purchasing behaviors towards the brand,

thereby providing in-depth and forward-looking

theoretical support and practical guidance for the

brand's strategic planning and sustainable

development (Husu, 2022).

5 RESEARCH FINDINGS AND

DISCUSSION

5.1 Precise Analysis of Market

Positioning

As a well-known luxury brand in Spain, LOEWE has

accumulated considerable brand reputation and

market share in its domestic and European markets,

possessing certain economic capital and cultural

capital. According to Field theory, in the large field

of the global luxury goods market, compared with top

brands such as GUCCI, HERMES and CHANEL,

LOEWE still has a gap in terms of brand awareness

and market influence. These top brands, by virtue of

their long historical inheritance, powerful brand

image building and extensive global marketing

networks, occupy the core positions in the global

luxury goods field and possess abundant economic

capital, profound cultural capital and extensive social

capital. These brands have established unique brand

identities worldwide. For example, CHANEL

represents French romance, outstanding quality and

classic design. Its brand image has been deeply rooted

in people's hearts, and consumers are willing to pay a

premium for its products, which reflects their

powerful brand influence (Wei, 2015).

Judging from the data of the questionnaire survey,

respondents who were "very familiar" with the

LOEWE brand accounted for 37.61%, and those who

were "slightly familiar" accounted for 43.12%,

indicating that there is still room for improvement in

the brand awareness of LOEWE in the Chinese

market. When it first entered the Chinese market,

LOEWE was in the middle to rear position of the

second echelon among high-end luxury brands.

However, through localized strategic measures such

as the launch of the Chinese monochrome glaze

series, its market position has gradually changed. This

series of products has triggered a buying boom. For

example, in terms of purchase frequency, respondents

who had "never purchased" products of the LOEWE

brand before accounted for 44.04%. However, after

the launch of the monochrome glaze series, those who

"significantly increased their purchases" accounted

for 27.83%, and those who "somewhat increased their

purchases" accounted for 39.45%. The sales volume

has increased significantly, thus increasing the

accumulation of economic capital.

In terms of cultural capital, it has been deeply

integrated with traditional Chinese cultural elements.

As can be seen from consumers' answers to the

question "In which aspects does the LOEWE

monochrome glaze series best interpret Chinese

culture", 55.96% chose "color matching" and 71.25%

chose "material selection", etc. This shows that

consumers recognize its integration of Chinese

culture, enabling it to gain more cultural recognition

in the context of Chinese culture and enriching the

brand's cultural capital. This is in line with the trend

of some successful luxury brands focusing on cultural

integration in the Chinese market. For example, some

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of the brands mentioned in the text enhance their

competitiveness by adapting to the cultural dynamics

of the Chinese market.

5.2 The Path to Rebuild the Brand

Image

The in-depth integration of LOEWE with Chinese

monochrome glaze culture has successfully achieved

the remodeling of the brand image in the Chinese

market. By deeply integrating the local culture in

multiple dimensions such as design concept and

marketing activities, the brand can effectively help

the enterprise successfully establish a unique

corporate image in the local area and then obtain more

significant market competitive advantages (Liu,

2018).

LOEWE has cooperated with master potters in

Jingdezhen, China. Taking the monochrome glazed

ceramics from the Ming and Qing dynasties as

inspiration, it has subtly integrated the colors of

traditional monochrome glazes with modern design

elements into classic handbags and pendants,

achieving a perfect combination of traditional and

modern design. This innovative design makes the

products unique and uncovers and showcases their

profound cultural connotations.

The data from the questionnaire survey shows that

LOEWE's this strategy has had a positive impact on

the remodeling of the brand image. In the responses

of consumers to the question "How has your

perception of the LOEWE brand changed since it

launched the monochrome glaze series", 81.04% of

the respondents thought that "the brand image has

become more upscale", 32.72% of the respondents

indicated that "the design is more creative", and

42.51% of the respondents felt that "it is more in line

with my aesthetic". This indicates that consumers'

perception of the LOEWE brand image has changed

significantly. The brand has successfully integrated

the cultural elements of Chinese monochrome glaze,

enhancing its own image charm.

In terms of the brand's cultural connotations, the

integration reflects LOEWE's respect and

understanding of Chinese culture and enriches the

brand's cultural capital. Closely combining with

traditional Chinese culture, it injects new vitality into

the brand, endows it with stronger cultural affinity

and uniqueness in the Chinese market, conforms to

the localization management concept of international

brands of multinational enterprises, helps it establish

a good corporate image and gain a competitive

advantage.

The remodeling of the brand image has enabled

LOEWE to stand out in the Chinese market and

attract more consumers' attention and purchases. In

the questionnaire, 40.98% of the respondents thought

that this strategy "could attract more Chinese

consumers", and 42.2% of the respondents felt that "it

mainly attracted international consumers interested in

Chinese culture". This proves that the remodeling of

the brand image has enhanced the market

competitiveness, successfully expanded the target

customer group through the cultural integration

strategy, and enhanced the market attractiveness.

5.3 The Double-Edged Sword Effect of

Cultural Integration

From a positive perspective, the integration of the

LOEWE brand with Chinese monochrome glaze

culture has significantly enhanced LOEWE's cultural

capital and market competitiveness in the Chinese

market. By combining with the monochrome glaze

culture of the Ming and Qing Dynasties in China, the

brand can create unique product series, meet

consumers' demands for products integrating

different cultures, thus standing out in the market and

winning consumers' favor and recognition. In the

questionnaire, in response to the question "Do you

think that LOEWE's integration of Chinese cultural

elements into product design is an effective marketing

strategy", 40.98% of consumers chose "Yes, it can

attract more Chinese consumers", and 42.2% chose

"Yes, it mainly attracts international consumers who

are interested in Chinese culture". This shows that

cultural integration has attracted consumers to some

extent and enhanced the brand's competitiveness.

This is consistent with the strategy of many

international luxury brands to attract consumers by

integrating Chinese elements after entering the

Chinese market, reflecting the positive significance of

cultural integration in the process of brand

internationalization.

However, there are also certain risks along this

path. If there are improper operations during the

process of cultural integration, it may lead to cultural

misunderstandings or disputes. During LOEWE's

interpretation and application of the monochrome

glaze culture, if it fails to accurately grasp the cultural

essence or incorporates elements that go against

cultural traditions in its designs, it may arouse

dissatisfaction among cultural protectors or

consumers and have a negative impact on the brand's

reputation. This point is particularly important in the

process of brand localization. When choosing local

cultural symbols, every effort should be made to

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

an Example

565

avoid using symbolic symbols and spaces that may

cause controversy. Moreover, when conducting

cultural mixing, the compatibility between the brand

culture and the selected cultural symbols should be

fully considered to ensure that consumers can

perceive the consistency between the two cultures in

the products of the same brand. When the cultural

symbols in culturally mixed products maintain their

original meanings and characteristics, consumers will

have a deeper understanding of the messages and

implications conveyed by the brand, and thus will be

more willing to purchase the products (Kou & Zhang,

2024).

Despite the risks, the results of the questionnaire

survey show that most of the respondents recognize

that LOEWE's integration strategy has a positive

effect and can attract more Chinese consumers. This

indicates that LOEWE has achieved certain results on

the road of cultural integration and localization.

However, it still needs to respond cautiously to

potential risks in order to achieve sustainable

development.

6 CONCLUSION

Through the case analysis of LOEWE's Chinese

monochrome glaze series, combined with

questionnaire survey and Field Theory, this research

explores the effectiveness of the localization

strategies of luxury brands in the Chinese market. The

research results show that LOEWE has effectively

enhanced the brand's awareness and competitiveness

in the Chinese market through in-depth integration

with Chinese traditional culture, and at the same time

stimulated consumers' purchase intention. The further

research conclusion is that luxury brands need to

balance respect for local culture and brand innovation

during the localization process so as to achieve a win-

win situation for both cultural integration and brand

development. This research provides valuable

references for future research on the localization

direction of luxury brands, and mainly influences the

in-depth understanding of how luxury brands conduct

cultural integration and innovation strategies in the

Chinese market. The future research should focus

more on how luxury brands can continue to innovate

while maintaining cultural sensitivity, as well as how

to evaluate and optimize the long-term effects and

sustainability of localization strategies.

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