Global Research Cases

China Luxury Trends

Since 2007, Laura Oswald has been talking to consumers of luxury brands in order to understand how they define luxury in light of Chinese history and culture, and how this understanding shapes their perceptions of Western luxury advertising. Findings suggest that Chinese consumers bring their own cultural expectations and assumptions to the brand relationship, and this could have financial consequences for Western companies trying to grow market share in the P. R. C.

Lipton China

Marketing Semiotics participated in a multi-country team in Shanghai that developed ideation and packaging concepts for Lipton. Findings formed the basis of creative strategy and merchandising for the powdered beverage in China.

Lever Personal Care – China

Marketing Semiotics conducted research with housewives in Shanghai in order to develop a culturally sensitive design strategy for marketing Lever products in the personal care and household cleaning categories. We also developed research protocols for Lever that probed beneath the surface of product benefits to identify cultural dimensions of consumer needs and wants in the household goods categories.

ESSEC, Paris. Luxury Semiotics

In 2006, Laura Oswald lectured in the Luxury MBA Program ESSEC Business School in Paris, on topics that included semiotics and brand strategy, ethnographic consumer research, and luxury brand management. These lectures formed the basis for her book, Marketing Semiotics: Signs, Strategies, and Brand Value.