Marketing Strategies for Italian Men’s Luxury Leather Goods in China: The Case of Berluti

This thesis investigates how Italian men’s luxury leather goods brands can effectively adapt their marketing strategies to meet the evolving expectations of Chinese consumers. In recent years, the Chinese luxury market has undergone a significant transformation, driven by shifting consumer preferences, increasing digitalization, and a growing demand for personalization, experiential value, and quiet luxury. Leather goods represent the largest segment of China’s luxury market, with Italian men’s luxury leather goods brands holding a prominent market share. Within this context, the research explores how these brands develop branding and storytelling strategies tailored to Chinese audiences while effectively leveraging both physical and digital channels to engage consumers. The study includes an in-depth case study of Berluti, a high-end leather goods brand within the LVMH Group, renowned for its bespoke craftsmanship and savoir-faire. Although headquartered in Paris, Berluti manufactures its footwear and leather goods in Italy, leveraging the “Made in Italy” label to enhance its brand value. Since entering the Chinese market in 2013, the brand has expanded to 14 boutiques and strengthened its digital presence. However, its brand awareness in China remains limited compared with that of other Italian men’s luxury leather goods brands. This thesis analyzes Berluti’s marketing strategies and provides strategic recommendations aimed at strengthening its position in China’s highly competitive and dynamic luxury market.