Descrizione del progetto
Hi, look at this: it’s a watch. Not matter you like it or you don’t like it, you have it or you don’t have it. Watch is existed in our life. Chinese like so much the Swiss made watches!
Sadly, Covid came to our life: it impacted our way of study, way of learning, way of working and even the way of purchase.
However, according to the statistics, many Swiss companies didn’t lose their money in the China market during the Covid, due to the fast adopting of digital communication with the local customers. In the context of the intercultural communication, it’s important to consider several aspects.
Starting from language: we use words to communicate with another culture.
Virtual communication: we use images, pictures to communicate with another culture and digital communication behaviors. For example how the social media work in China market.
Therefore, my research is focused on the challenges in the field of digital fashion communication to identify the digital cross cultural models in order to have the business and the companies to use the digital channels to approach their local customers.
At the same time, to understand the Chinese consumer behavior.