The New Age of Digital: Digital Transformation of the Chinese Luxury Market
Dong Yang
Fashion Business Management
About this Item
- Title
- The New Age of Digital: Digital Transformation of the Chinese Luxury Market
- Key Note Speak at 2024 Global Fashion management conference, University of Milan
- Date
- 2024-07-12
- Description
- Chinese consumers’ influence on global luxury consumption continues to grow. Luxury brands need to think beyond growing GMV and focusing on building brand loyalty and customer engagement.
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Grant/Award: FDGA Grant- April 2024
Edwin Goodman Fund, FBM- May 2024
Grant form OIP- April 2024 - Abstract
- My study investigates how luxury brand employed innovative technologies to transform their go-to-market strategy targeting Chinese luxury consumers –and the extent to which these new technologies can support luxury brands in further strengthening their brand values.
- Keyword
- Luxury Consumer experience
- Luxury brand, Promotion
- Chinese Luxury Market
- E-commerce
- Digital Marketing
- Rights
- In Copyright
- The copyright for this work is held by its author/creator(s). Usage of this material beyond what is permitted by copyright law must first be cleared with the rights-holder(s). This work has been made available online by the Fashion Institute of Technology Gladys Marcus Library strictly for research and educational purposes. If you are the copyright holder for this work and have any objections to this work being made available online, please notify us immediately at [email protected].
- Identifier
- FIT Repository ID: fc_000004
Citation
Yang, D. (2024-07-12). The New Age of Digital: Digital Transformation of the Chinese Luxury Market. FIT Institutional Repository. https://institutionalrepository.fitnyc.edu/item/395134
Yang, Dong. The New Age of Digital: Digital Transformation of the Chinese Luxury Market. 2024-07-12. FIT Digital Repository, https://institutionalrepository.fitnyc.edu/item/395134
Yang, Dong. "The New Age of Digital: Digital Transformation of the Chinese Luxury Market." FIT Digital Repository, 2024-07-12. https://institutionalrepository.fitnyc.edu/item/395134