Chinese people“ Made in Italy”
Country-of-Origin Effect( COE), is a term built on the idea that consumers attach their perceptions to other countries and products for quality evaluation, and it is particularly important within the luxury Chinese market. Chinese consumer finds the luxury, style and elegance associated with the French and Italian lifestyles, so that they want to emulate their styles by chasing the most powerful Western luxury fashion brands. In particular, the new and young Chinese upper class lives the‘ made in Italy’ as an elite and fashion phenomenon: luxury fashion products originating from Italy are perceived as superior, representing authenticity and elegance in style and quality( Bonetti, 2014). According to Chinese group IFF( 2015, cited in Janic, 2015), Chinese demand for Italian fashion clothing products is growing, in the next ten years the demand for Italian fashion exports to china could double. IFF drew a positive picture of Italian exports to China, predicting a bright future so even the recent slowdown of the Chinese economy is not having that much of an impact on Italian fashion and clothing exports.
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