How can French luxury brands adapt in-store experiences for Chinese costumers?

Abstract

The present dissertation investigates how French luxury brands can enhance their in-store experiences to better cater to Chinese customers. Through interviews with Chinese luxury consumers and French luxury retail professionals, the study identifies key preferences, challenges, and strategies for creating an optimal shopping environment. Chinese luxury consumers value personalized and attentive service, a luxurious store environment, and staff proficient in Mandarin to enhance comfort and communication. They also emphasize the importance of feeling welcomed and respected, highlighting the need for culturally sensitive staff training. French luxury retail professionals acknowledge the diverse needs of Chinese customers, ranging from urban shoppers familiar with luxury brands to rural tourists prioritizing brand recognition. The importance of Mandarin speaking staff, culturally relevant products, and a welcoming store environment is underscored as essential strategies for attracting and retaining Chinese clientele. The study concludes that by investing in cultural sensitivity training, employing multilingual staff, and incorporating Chinese cultural elements into store design and marketing, French luxury brands can create a more inclusive and satisfying shopping experience for Chinese consumers, fostering long-term loyalty, and enhancing overall customer satisfaction. Future research should explore additional perspectives and digital strategies to further understand and cater to this important market segment.

Date of Award	10 Oct 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor) & Joana Machado (Co-Supervisor)