Critical Evaluation of Cultural Differences Between the UK and China Markets for Fashion Clothing: Identifying Links Between Marketing Communications Necessary for Success in Both Countries

Li Le, Noor Azlin Ismail, Li Yongfa, Choo Wei Chong and Yang Yang Zhang
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Li Le: The School of Economic and Management in Universiti Putra Malaysia & Anhui Institute of Information Technology, The School of Management and Engineering, WuHu, Anhui, Province,241000, China.
Noor Azlin Ismail: Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, Malaysia.
Li Yongfa: School of Business Administration, Anhui University of Finance and Economics, Bengbu, Anhui, 233000, China.
Choo Wei Chong: Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, Malaysia.
Yang Yang Zhang: School of Education, University of Nottingham and The School of Liberal Studies and Foreign Languages, Anhui Institute of Information Technology, Wuhu, Anhui Province, 241000, China.

Journal of Scientific Reports, 2023, vol. 5, issue 1, 25-54

Abstract: This paper aims to explore the development of UK fashion clothing brands and their associated marketing communication plans to identify effective advertising methods that can facilitate expansion into the Chinese fashion clothing market. The research critically evaluates the psychology and buying behavior of young consumers in the UK and China to understand cultural differences and to better inform successful advertising strategies in both countries. In addition, the study assesses and identifies the relevant factors that affect the purchasing behavior of UK and Chinese consumers in the fashion clothing industry. The key finding is that UK fashion clothing brands, such as TOP SHOP and River Island, can optimize their marketing communication outputs to increase their chances of success in the Chinese market. The paper concludes that a better understanding of cultural differences and effective marketing strategies can help UK fashion clothing brands expand into the Chinese market.

Keywords: Cultural differences; Fashion clothing; Marketing communication; UK market; China market (search for similar items in EconPapers)
Date: 2023
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