European Luxury Fashion Brand Websites for the Chinese Market. An Explorative Study on Localization

Globalization of digital communication, made available by the internet, has highlighted elements that are still very different in different markets, among them, those dimensions related to different languages and cultures. Digital communication has tackled such differences, and the need to address different target locales in different ways, through so-called “Localization”, which can be considered as a cultural translation. Localization includes also changes related to different legal systems, or time/season zones, as well as currencies, payment systems, social media used in given areas. However, while a company is requested to ensure high quality contents and functionalities for specific markets, it has also to ensure identity and consistency across different regions. Striking the right equilibrium between consistency and identity on one side, and localization on the other, is particularly relevant for luxury brands, which leverage their (cultural) identity as a major dimension of their (perceived) value. This study analyzes how five European Luxury brands – Bulgari, Cartier, Gucci, La Prairie, and Rolex – adapt their websites for the Chinese market; such analysis is done through a comparison between their websites for the French, Italian, and Swiss markets and the Chinese one, how and how much they localize.