Fashion Systems and Historical Culture in the Development of Chinese Global Branding

Contemporary Chinese brands often lack the privileged positions of prominent global brands. This project sheds light on Chinese cultural resources with the potential to address this problem by presenting three case studies: Jay Chou, the Chinese musician, the 2008 Beijing Olympics opening ceremony and the fashion brand Shanghai Tang. It further investigates the possibility and process of understanding Chinese global branding strategy through a lens of fashion systems developed from an engagement with these three cases. Through a multi-sited study and ECM for data collection, it will develop a new framework for brand globalization and better understand global consumption practices.


Wu Zhiyan, Janet Borgerson, and Jonathan Schroeder (2010) ,"Fashion Systems and Historical Culture in the Development of Chinese Global Branding", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 942-944 .


Wu Zhiyan, University of Exeter, UK
Janet Borgerson, University of Exeter, UK
Jonathan Schroeder, University of Exeter, UK


NA - Advances in Consumer Research Volume 37 | 2010

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