Abstract:European fashion companies – especially luxury ones – have been struggling to enter the Chinese market because of this market’s financial dimensions. However, in order to do so in an effective way, they need to localize their practices and messages, so to address such a different market in an adequate way. When it comes to digital media, different channels, players, and practices are to be considered, due to the Chinese policy of banning most of external social media players. Also, when it comes to the choice … Show more
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