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The implications of digital marketing on WeChat for luxury fashion brands in China

Author

Listed:
  • Sindy Liu

    (The University of Manchester)

  • Patsy Perry

    (The University of Manchester)

  • Gregory Gadzinski

    (INSEEC Research Center, International University of Monaco)

Abstract

This paper examines the use of e-commerce and social media marketing within brand marketing in international luxury fashion retailers in China, focusing on their use of Chinese social media app WeChat for marketing communications and sales. A multiple case study of 15 international luxury fashion brands active on e-commerce platforms in China was conducted in 2015. Qualitative data were collected through face-to-face semi-structured interviews with senior managers in the retailers’ Chinese head offices and their VIP clients, combined with observation of the brands’ WeChat accounts. Contrary to previously held beliefs that e-commerce erodes the fragile perception of luxury brands’ exclusiveness, our findings suggest that concerns over exclusivity due to social media overexposure are irrelevant for the Chinese market, and product exclusivity remains the prominent element in protecting brand exclusivity. WeChat is significantly different in its functionality and use from Western social media and has particular advantages over other social media for luxury consumers and brand managers within China and beyond. Finally, the paper presents a conceptual framework for managing luxury brand marketing in China in the digital era.

Suggested Citation

  • Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:4:d:10.1057_s41262-018-0140-2
    DOI: 10.1057/s41262-018-0140-2
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    References listed on IDEAS

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    4. Albert Chukwunonso Diachi & Ayşe Tansu & Oseyenbhin Sunday Osemeahon, 2021. "No One Is Leaving This Time: Social Media Fashion Brand Communities," Sustainability, MDPI, vol. 13(23), pages 1-14, November.
    5. Johansson, Anders C. & Zhu, Zhen, 2021. "Reputational Assets and Social Media Marketing Activeness: Empirical Insights from China," Stockholm School of Economics Asia Working Paper Series 2021-53, Stockholm School of Economics, Stockholm China Economic Research Institute.
    6. Di Liu & Pan Wang, 2023. "WeChat E-Commerce, Social Connections, and Smallholder Agriculture Sales Performance: A Survey of Orange Farmers in Hubei Province, China," Agriculture, MDPI, vol. 13(11), pages 1-14, October.
    7. Lichy, Jessica & Ng, Wilson, 2022. "Digital disruption in a state-controlled ecosystem: A sociomaterial perspective of public use of the internet under China's Social Credit System," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    8. Husain, Rehan & Paul, Justin & Koles, Bernadett, 2022. "The role of brand experience, brand resonance and brand trust in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    9. Juan R. Gutierrez-Velasco & David Cabral-Olmos & Jose T. Marin-Aguilar, 2021. "E-marketing in MSMEs Managed by Elderly Adults and Young Adults in Aguascalientes, Mexico," International Business Research, Canadian Center of Science and Education, vol. 14(8), pages 100-100, August.
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    11. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.

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