As a growing emerging market (EM), China offers remarkable opportunities for luxury firms from advanced countries. Studies emphasize the global approach to luxury markets, but the uncertainty and cultural distance characterizing the Chinese market increase the risks for firms using standardized global strategies. This article investigates the internationalization strategies of luxury firms in China by exploring the role of design and marketing capabilities. A qualitative methodology is adopted to develop a case study of an Italian company. Design and marketing capabilities emerge as important factors for balancing the advantages of a global strategy while adapting to the unique characteristics of the Chinese market. This process requires dynamic capabilities to maintain coherence with a company’s global brand identity, which is an asset of luxury companies.
