A Look at the Future of Luxury Goods from China: An Integrated Marketing Communication Plan for Shang Xia of Hermés

Demarest, Lauren

Savannah, Ga. : Savannah College of Art and Design

2011-06

Thesis (M.F.A.) -- Advertising Design

Savannah College of Art and Design -- Department of Advertising Design

Includes bibliographical references (p.52-53).

The focus of this thesis is the American luxury goods buyer, and their openness toward a new luxury brand, Shang Xia, created by the French fashion house Hermés, operating from the Peoples' Republic of China. It covers the state of the luxury lifestyle sector in both China and the United States, and their interwoven evolution. This paper also profiles the brand’s American target markets, both primary and secondary, with information drawn from a primary research survey and interviews, and secondary research from books and articles. These findings come together to provide the background support sufficient to develop a comprehensive 15-piece Integrated Marketing Communication plan for Shang Xia North America - the culminating point.

CHAIR: Hall, Stephen

Ulichney, Mick

Kim, Soo

English

Advertising Design

Text

PDF : 75 p. : ill

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