Research on Brand Marketing Effectiveness from the Perspective of Consumer Perception: A Case Study of Pierre Cardin’s Marketing Strategy
Year: 2025
Type: article
Abstract: Amidst the global fashion industry’s transition toward value-driven consumption, heritage luxury brands such as Pierre Cardin confront challenges in reconciling historical legacy with modern consumer expectations. This study evaluates Pierre Cardin’s marketing effectiveness through a consumer perception lens, utilizing a mixed-method approach integrating qualitative analysis and case studies. Findings reveal critical shortcomings: the brand’s cultural marketing emphasizes historical narratives that alienate younger audiences; sustainability initiatives lack transparency and tangible execution; digital efforts are perceived as superficial, yielding minimal youth engagement; inconsistent pricing and counterfeit proliferation erode brand prestige; and nostalgic emotional appeals fail to resonate with contemporary identities. To address these issues, the study proposes a strategic framework centered on cultural collaborations with heritage institutions, blockchain-enabled supply chain transparency, immersive digital ecosystems, structured pricing models, and academic partnerships for innovation. These strategies aim to bridge generational divides, rebuild trust, and realign the brand with evolving consumer values. The research offers practical insights for traditional luxury brands navigating cultural relevance and digital transformation in a dynamic market landscape.
Authors: Yidan Kang, Siyue He, Shuyi Li, Zihan Wang, Chenggang Li
Institution: Beijing Institute of Fashion Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412617308