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Luxury and fashion brands in China: A new model for Integrated Communications on the wave of Glocalization

This book aims to analyze Integrated Communications (IC) strategies implemented by luxury and fashion companies in the Chinese market. The focus of the analysis is on the different choices in terms of localization or globalization of those integrated communication strategies. Research background, recent changes in the mindset of luxury consumers and transformations in communications channels are presented. After that, a new model for the analysis of the IC is developed as well with the analysis of the strategies of the top players in the market. The model is based on the positioning of each brand according to several communication channels. With this purpose, the China Localization Index (CLI) is developed as a weighted score for each brand. Building CLI allows us to compare different brands and see the different impact of each communication channels in the IC models. Following the CLI scores, brands are ranked and a correlation analysis is performed in order to understand which channel has a higher impact on their local brands’ positioning.

I love the coloured trams in Hong Kong that go so fast...this kind of blurry picture reflects the colors of the new China....

Me encantan los tranvias de colores en Hong Kong, que van tan rcapido...esta foto algo borrosa refleja los colores de la nueva China....

Shibuya-kei|??? is a sub-genre of Japanese pop music which originated in the Shibuya district of Tokyo. ....
Now it's fashion in China Which is called Non-mainstream[????in China,kawaii [????from Japanese ???? means cherubic

Against a background of historical, cultural and social change comes Chinese Dress, a comprehensive and sumptuously illustrated book examining the extraordinary range of Chinese dress. Skillfully weaving together everything from court and formal costumes through to the working attire of the lower classes and the latest fashions of New China, Chinese Dress tells the story of the evolution of Chinese clothing. The first section details attire worn during the Qing dynasty by the emperors and their consorts, as well as the mandarins, merchants, and their womenfolk, both Manchu and Chinese. The following sections pay particular attention to the dramatic changes in clothing that took place in China from the Republican period, including rural dress and children's wear, through to dress in New China from 1949 to the present day. An engaging and original text, Chinese Dress is the essential reference for costume historians, fashion designers and collectors, as well as lovers of beautiful clothes everywhere.