Date of Award

2026

Document Type

Dissertation

Degree Name

Master of Arts (MA)

Department

Luxury Business

Abstract

The Chinese luxury market has undergone a profound transformation in the past decade, characterized by evolving consumer preferences and increasing purchasing power. Nonetheless, British luxury fashion brands persistently contend with a prestige deficit compared to their French and Italian counterparts. This study investigates how ‘Britishness,’ as a nation-brand attribute, shapes perceptions of prestige and desirability among Chinese luxury consumers, and identifies strategic levers to enhance the competitiveness of British brands in this critical market.

Employing a mixed-methods approach, this research integrates quantitative data from a survey of experienced Chinese luxury consumers with qualitative insights derived from in-depth interviews with industry practitioners. The quantitative analysis reveals that while heritage and craftsmanship are acknowledged, they are insufficient drivers of purchase intention without profound cultural resonance and alignment with contemporary lifestyle aspirations. Complementing this, the qualitative findings uncover a critical cognitive-affective disconnect among consumers towards traditional British iconography, a nuance that elucidates the limitations of heritage-centric branding strategies.

The findings demonstrate that although British brands are perceived as authentic and rich in cultural capital, this does not translate into commensurate desirability. Chinese consumers value tradition but increasingly expect its integration with innovative design, culturally nuanced storytelling, and a relatable modern lifestyle narrative. Consequently, this study argues that British brands must transcend conventional heritage narratives to cultivate a more distinctive and contemporary British lifestyle identity that synergizes authenticity with innovation.

This research contributes to the literature on nation branding and cross-cultural luxury consumption by proposing an integrated conceptual framework that reconciles theories of self-congruity, cultural resonance, and prestige-seeking behavior for understanding how Britishness operates as a cultural resource in China’s luxury ecosystem. It provides actionable managerial guidance, emphasizing the strategic imperatives of fostering self-congruity and embedding brands within modern lifestyle contexts to enhance brand equity in one of the world's most competitive markets.

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Business Commons

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