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# Project Description Quiet Luxury and Influencer Marketing in China Yee Nok Cheung Summary Final work I am a postgraduate student at the University of the Arts London studying Strategic Fashion Marketing, building on a BA (Hons) in Fashion and Textiles from The Hong Kong Polytechnic University. My professional experience spans merchandising, market analysis and project coordination across international brands, with a particular focus on product development and consumer insights. Passionate about luxury fashion and digital media, my current research explores quiet luxury branding and influencer marketing in China. I thrive in collaborative, fast-paced environments and bring a creative yet analytical approach to my work. I am a postgraduate student at the University of the Arts London studying Strategic Fashion Marke... College London College of Fashion Course MA Strategic Fashion Marketing Graduation year 2025 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. Share this project 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... A link to this page has been added to your clipboard Browse related work Aesthetics Community Covid-19 Digital Experiences Identity Branding Communications Community ConsciousConsumerism CulturalIdentity Digital Fashion GenerationZ Inclusivity Influencer Luxury Marketing Representation SocialMedia
# Links ## Official page - https://ualshowcase.arts.ac.uk/project/680130/cover ## External - https://www.linkedin.com/in/nicolecheungyn/ - https://www.instagram.com/niicoleyn - https://nicolecheung20002.wixsite.com/nicole-cheung-s-port - mailto:nicole.cheung2000@gmail.com - https://twitter.com/intent/tweet?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F680130%2Fcover&text=Quiet+Luxury+and+Influencer+Marketing+in+China - https://pinterest.com/pin/create/button/?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F680130%2Fcover&media=https%3A%2F%2Fportfolio-tools.s3.eu-west-2.amazonaws.com%2Fwp-content%2Fuploads%2F2025%2F10%2F02151304%2Fbe8251d9d5d63f8786a47fb1bcf9b2eb-1.jpg&description=Quiet+Luxury+and+Influencer+Marketing+in+China