Luxury Brand Prada's Digital Multinational Marketing Strategy in China

Abstract

With the gradual popularity and rapid development of digital media, many luxury brands have started to adapt to transnational digital media platforms in order to strengthen their connection with international consumers. The cultural background and complex consumer composition of different countries bring new opportunities and challenges to luxury marketing. Therefore, this paper collects literature and data related to the luxury brand Prada so as to reveal the current situation and shortcomings of Prada's transnational marketing in China. The research shows that Prada has achieved good results in its digital marketing in China, but it still lacks platform segmentation, differentiation, online and offline integration, and localized marketing. Through a critical qualitative analysis of these data, the researcher finds that Prada needs to optimize its transnational marketing strategy in terms of providing different marketing strategies for different platforms, integrating digital marketing, and adding localized elements.