As Gabrielle Coco Chanel once mentioned: “Luxury is a necessity that begins where necessity ends” This study concentrates on the integrated marketing communications plan of the Greek company Folli Follie (personal luxury products retailer) and how it is implemented across international culture: the expansion in China.
This report was created to point out the mixed marketing communications plan for Folli Follie, in order to strengthen the FF Group reputation and motivate the end-user confidence. Key factors for this communication are International Culture and Access to Global Market.