CHASING PRESTIGE: HOW LUXURY FASHION BRANDS TRANSFORM MARKETING FOR ASIA¿S RISING MARKET, FOCUSING ON CHINA, SOUTH KOREA AND JAPAN.

Abstract

This research examines how luxury fashion brands modify their marketing approaches to connect with Asia's diverse consumer markets across China, South Korea and Japan. The growing importance of China, South Korea and Japan as luxury consumption leaders, forces Dior and Louis Vuitton and other brands to modify their strategies for regional market alignment with local tastes and digital habits and cultural traditions. The research uses qualitative methods that combine literature review with comparative case studies to analyze how these brands use WeChat, Xiaohongshu, KakaoTalk and Line platforms while working with KOLs to develop narratives that preserve global prestige while becoming relevant to local markets. The research demonstrates that brand equity development in Asia requires hyper-local content creation together with exclusive product offerings and unified online and offline experiences. The research adds to international luxury marketing scholarship while offering strategic guidance to fashion brands who want to achieve sustainable growth in Asia's developing competitive market.