The Influence Of Made-in-italy On The Chinese Luxury Behavior

The thesis will examine the influence of Made in Italy on the Chinese luxury behaviour.In this case,the work of analysis concerns the luxury brand,Gucci,one of the biggest brands through which to explain Made in Italy.The first part will set out the general background of the past and present of the exchanges between Italy and China,especially in trade and culture.It begins with a review of the history of the percpetions and acceptance of Italian things and ideas in China and the unique characteristics of each major stages.Then it will illustrate the development of the trade ties of these two countries with a particular focus on how Italy has recently become one of the major exporters of goods,in this case in the sphere of fashion,in China.The second part will explain what the concept of Made in Italy is and how the strategy of Made in Italy is applied in China.It will focus on the question how the concept of Made in Italy,which has now become a distinctive sign in the world sphere,is perceived by the Chinese consumers.It will further analyze how Italian thongs affects a land so far from Italy both geographically and culturally.The third part will present a case study about the famous Italian brand,Gucci.It will start with the history of the brand and how it has settled in Chinese perception and culture.This chapter will deal much more with Gucci's sense of cultivating and how the Chinese consumers feel when wearing high fashion Italian clothes.It will try to answer the questions:"What does Chinese mean to wear these clothes?" "Who buys them?" "Is it possible that this for the Chinese means to be connected to the world?"The last part will be an overview of the study and I will try to propose some business suggestions for Italian fashion companies in China.