Leiden University Student Repository

Nijenkamp, Kim (2023)

Has 'Made in China' become the new 'Made in Italy'? The development of Chinese luxury brands in the Chinese luxury fashion market

Master thesis | Asian Studies (60 EC) (MA)

China has been important for the global luxury industry in the last decades. A recent trend in the Chinese luxury industry has been the growth of Chinese luxury brands, however, literature mostly focuses on the influence of Western brands in this industry. This thesis therefore analyzed what factors have had, and still have, the biggest influence on this quick rise and success of local Chinese brands in the Chinese fashion luxury industry. This is done through a combination of the meso-, and macro-environment analysis of the industry. Porter’s five forces model and the DESTEP-model have been used to realize this. The results have shown that there are multiple factors that have contributed to the growth of upcoming Chinese brands in this industry. The factors that can be considered as most beneficial are the easy to enter market, growing sense of nationalism and the growing importance of sustainability.

Chinese luxury fashion industry

Chinese luxury brands

meso-environment

macro-environment

Author

Nijenkamp, Kim

Faculty

Faculty of Humanities

Specialisation

Politics, Society and Economy

Supervisors

Wang, J

ECTS Credits

15

Language

en