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How to introduce an Asian luxury niche fragrance brand to the French market: the case of Maison de L´Asie
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Resumo(s)
The project develops an internationalization process to discover the potential of luxury Asian
brands to expand in the global arena. Through the analysis of the real case of a luxury niche
fragrance brand: Maison de L’Asie’s project to develop into the French Market. An analysis of
primary data which consist of a survey targeting French citizens combined with interviews mainly
of niche brands experts to visualize an understanding of the current context and consumer journey
allowing the identification of key drivers backed by secondary data guidelines. The study’s insights
are aimed to conclude about the entry decision and strategy to recommend the adequate brand
launch in a competitive host country known for its fragrances.
Descrição
Palavras-chave
Marketing Strategy International marketing Fragrance Niche Luxury Interntional business International brand management Brand expansion Market research France Asia