Cross-Cultural Research for Luxury Fashion Brands in the Chinese Market: A Review of Long- Versus Short-Term Orientation in National Culture Dimensions

摘要

This study reviews the culture dimensions and mainly summarizes and provides recommendations according to the fifth dimension of Hofstede cultural model. The target of this paper is to support the cross-cultural research for luxury fashion brands in the Chinese market via a review of long- versus short-Term orientation in national culture dimensions. The research method of this study is documentary analysis. The three future directions for luxury fashion brands in the Chinese market are presented including customization, improving the VIP experience, and innovative media technology.