Different Market Effects of Western Luxury Brands in Chinese Traditional Symbols

Abstract

Against the background of the rise of China's luxury consumption capacity, Western luxury brands need to realise localisation penetration through cultural symbol strategies. This research will put ‘Direct Application Strategy’ and ‘Adaptation and Innovation Strategy’ as the core, and combine the Semiotics Theory, by using methods such as case studies and consumer research, the present study this paper compare the market performance of brands like LV and BALENCIAGA. The result shows that the direct application strategy motivates more culture identity and brand trusts than adaptation and innovation strategy, especially in the group with true perception of the plateau, the effect is remarkable. While the adapted and innovative strategies are more favored by the Z generation, and they can effectively enhance social media interaction and participation intentions. The research suggests that brands should primarily adopt the direct application strategy in festive scenarios and when facing traditional audiences. They should moderately employ the adapted and innovative strategy on social platforms or in media dominated by the Z-generation. At the same time, they should maintain a dynamic balance between "cultural sincerity" and "creative interpretation".