Graduation Year


Date of Submission


Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts


International Relations

Reader 1

Minxin Pei


As the Chinese luxury market continues to grow and digitize, foreign brands are increasingly pressured to invest significant efforts to survive. This paper seeks to illustrate the main risks and mistakes foreign brands need to mitigate in the Chinese market, including cultural insensitivity, customer relationship mismanagement, and political unawareness through the perspective of three case studies. The research reveals that these risks can be mitigated through a thorough understanding of the growing base of Gen Z consumers as well as nuanced responses to crisis management. In addition to identifying brand risks, this paper also aims to highlight potential solutions for better brand management and survival in the Chinese luxury market.

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.