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Branding Luxury: Japan, China, and Vogue
Abstract
This thesis examines the role of luxury across histories and the democratization of
modern luxury. This thesis then looks at the value of the Vogue brand as both a product
and an agent in the development of luxury taste and participation within emerging
markets, particularly within Japan and China. A developed nation today, Japan was
able to engage with modern international trade and luxury consumption decades before
China’s currently emerging society due to internal socio political factors and events
dating back to the 17th century. China’s particular political turmoil over the past
century then further dissuaded essential participation. This paper discusses the varying
ways Western luxury brands have entered these disparate economies and argues that
the creation of luxury desire must be rooted in a localized cultural understanding.
The paper then argues that just as Vogue allowed the emerging US economy to establish
luxury and fashion tastes and industries independent of France and Other Europe following
World War I, international editions of Vogue allow emerging societies the same confidence.
This confidence translates to a more extensive repertoire of brand engagement and
further refined taste as well as the development of a homegrown industry held to international
standards. Employing a first hand analysis of Vogue Japan and Vogue China advertisements
over time, this paper further confirms these assumptions by finding: advertisements
and content reaching younger consumers through Vogue China must further localize and
employ educative content when compared to the advanced readers of Vogue Japan and
that since inception the number of participating domestic luxury brands within Vogue
China has dramatically increased.
Type
Honors thesisDepartment
International Comparative StudiesPermalink
https://hdl.handle.net/10161/8874Citation
Songer, Chloe (2014). Branding Luxury: Japan, China, and Vogue. Honors thesis, Duke University. Retrieved from https://hdl.handle.net/10161/8874.Collections
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