Tapping into other promising global markets appears to be a growing priority for luxury brands, particularly as luxury sales flatline in markets like the U.S.
文化面：“Leveraging the image of Koreanness by luxury brands gives a particular connection to both cosmopolitanism and Asianization, the notion of being a global citizen yet one firmly fixed in the Asia region,” says Ainslie. This, she adds, is a key characteristic of hallyu’s international branding.
Ainslie says international luxury brands have been attracted to hallyu because it’s a “particularly flexible cosmopolitan model of pan-Asianness” that has capitalized on a wave of modernization throughout the region.
Its longevity over the last three decades is due to its ability to adapt but as more establishments seek a piece of the profitable hallyu pie, Ainslie says globalization brings new concerns: “The challenge is not how to innovate, but how to keep this culture as specifically representative of Koreanness when it is now such a global phenomenon.”
Tapping into other promising global markets appears to be a growing priority for luxury brands, particularly as luxury sales flatline in markets like the U.S.
重點
底下碎念
天啊親友是天才嗎太精闢了QQ
結果之後簽了個Celine？？
Gucci是搶輸了嗎