- CollegeLondon College of Fashion
- CourseMA Strategic Fashion Marketing
- Graduation year2025
This project examines how quiet luxury brands communicate and connect with consumers in China, with particular attention to the balance between social status display norms and the influence of influencer marketing. By exploring the perspectives of both Gen Z and Millennials, the research highlights how cultural values, digital behaviours, and generational attitudes shape contemporary understandings of luxury consumption.
Drawing on a literature review, thematic analysis, and real-world influencer marketing examples, the study reveals how branding strategies may either reinforce or challenge traditional status-driven norms. It provides fresh insights into the evolving role of influencers in shaping brand meaning and offers recommendations for luxury houses seeking to strengthen their relevance within the Chinese market.
Presented as an A1 research poster, the work blends academic findings with visual storytelling to ensure clarity and engagement. It represents the culmination of my MA in Strategic Fashion Marketing, bridging theory and practice while addressing key issues in luxury brand communication today.
Final work
Quiet luxury branding and influencer marketing: A study on balancing social status display norms among Gen Z and Millennials in China
This A1 research poster presents findings from my MA dissertation on Quiet Luxury Branding and Influencer Marketing in China. It explores how Gen Z and Millennials negotiate social status display norms and respond to influencer-led communication strategies. Through literature review, thematic analysis, and case studies, the poster highlights generational differences in perceptions of luxury, the role of digital behaviours, and the cultural values shaping consumer engagement. Visual diagrams, examples, and recommendations make complex insights accessible to both academic and industry audiences.
Research and process
Research and Process: Quiet Luxury and Influencer Marketing in China
The research process began with an extensive literature review, focusing on quiet luxury, cultural values in China, social status display norms, and the growing role of influencer marketing. This provided a theoretical foundation for examining how consumer perceptions differ between generations.
To address research gaps, a qualitative methodology was adopted. Semi-structured interviews and thematic analysis were conducted to gather first-hand insights from Gen Z and Millennial participants, capturing their attitudes towards luxury consumption and the influence of social media. Real-world case studies of influencer marketing campaigns on platforms such as Xiaohongshu and TikTok were also reviewed to contextualise the findings.
The iterative research design involved coding and categorising emerging themes, such as authenticity, cultural identity, and the negotiation between status and subtlety. Visual mapping and data displays were developed to synthesise these insights and highlight generational contrasts.
The process culminated in the creation of an A1 poster that translates complex academic findings into an accessible and visually engaging format. This approach reflects the integration of academic rigour and creative storytelling, aiming to make the research relevant to both scholarly and industry audiences.
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Quiet Luxury and Influencer Marketing in China
This project examines how quiet luxury brands communicate and connect with consumers in China, with particular attention to the balance between social status display norms and the influence of influencer marketing. By exploring the perspectives of both Gen Z and Millennials, t...
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