Speakers’ Corner- The challenges of digital fashion communication in the context of cultural differences between Europe and China

Speakers’ Corner- The challenges of digital fashion communication in the c

According to statistics, many Swiss companies did not lose their money to the Chinese market during Covid because they promptly implemented digital communication with their local customers. Several aspects shall be taken into consideration in the context of cross-cultural communication, starting from language to virtual communication. Joanna B. Liu’s research focuses on the challenges in digital fashion communication. Firstly, it identifies cross-cultural digital patterns so that businesses and companies can use digital channels to approach their local customers, and secondly, it analyses Chinese consumer behaviour.

The 2nd Speakers’ Corner project was held in 2021 at LAC Lugano during the Swiss Digital Days. In this series of short videos, students talk about the projects they developed for the event. Speakers’ Corner is a project promoted by the City of Lugano and the urban laboratory Lugano Living Lab. USI took part in the event, together with other universities in Southern Switzerland. The initiative stems from the desire to promote concrete projects to raise awareness of digital issues by enhancing the skills in the region.


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