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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