Author(s)

Yating Zhao

Corresponding Author

Yating Zhao

ABSTRACT

This article is about how high-end foreign luxury brands entered Asian markets and why they have been successful in Asian areas. The booming in Asian economies enabled these companies to see commercial opportunities; however, there were also considerable challenges to overcome. Most goods and services were provided based on western cultures, while to establish shoppers’ approval and trust in the new markets, new designs with eastern culture backgrounds involved should be introduced to consumers. This article will provide analysis of Christian Dior as a particular case study. Besides, situations in China, Japan, and Korean are mainly discussed as typical example markets in Asia.

KEYWORDS

Luxury Brands, Asian Markets, Marketing Strategy