Marketing Strategy Of Foreign Clothing Brand In China From A Cross-Cultural Perspective

The development of globalization requires brands to consider the cross-cultural differences of different countries when making marketing strategies.There were few precedents for foreign clothing brands’ marketing strategies in China from a cross-cultural perspective.This thesis mainly uses a qualitative research method to analyze Ralph Lauren’s eleven cases.Taking an interdisciplinary research angle,it combines Marketing Theory of 6Ps with Hofstede’s Culture Dimensions Theory and Hall’s High and Low Context Culture Theory to further explore Ralph Lauren’s marketing strategies in China and put forward feasible suggestions.The study has found that:Compared with American culture,Chinese culture has the characteristic of higher power distance,collectivism,masculinity,low degree of uncertainty avoidance,long-term orientation,moderate level of indulgence and self-restraint and high context culture.Under the influence of Chinese culture,Ralph Lauren took appropriate marketing strategies of 6Ps,including launching products with perfect blend of Chinese culture and brand elements,adopting diverse price and place strategy,combining online and offline publicity methods,improving the brand social value,strengthening cooperation with the government and paying attention to the use of Chinese cultural elements to convey the cultural significance.This study recommends that foreign clothing brands should focus on the integration with Chinese culture and flexibly adopt the integrated marketing,digital marketing,event marketing,emotional marketing,co-marketing and younger marketing in its overall strategy.