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@article{185278,
        author = {Dr.Poornima Yerramilli and Likitha N},
        title = {Cross Border Marketing in Luxury Retail},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {5},
        pages = {1142-1155},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=185278},
        abstract = {This research study explores the cross-border marketing strategies employed by luxury sportswear and footwear brands, with a particular focus on the Indian retail landscape. It analyzes how global luxury brands maintain exclusivity and prestige while adapting to localized consumer behavior, cultural preferences, and evolving digital trends. Utilizing both primary and secondary data—particularly survey responses from 62 individuals—the study examines purchase motivations, brand preferences, income sensitivity, and the impact of digital innovations such as AI-based personalization and social commerce. The findings reveal that young consumers aged 18–25 dominate the luxury market, driven by comfort, style, and affordability. Insights also suggest rising interest in Indian cultural integration, sustainability, and exclusive brand experiences. The study concludes that successful cross-border strategies must blend global branding with localized storytelling, personalized experiences, and ethical practices to build long-term engagement among Gen Z and millennial consumers in emerging markets.},
        keywords = {Cross border; Luxury; Gen z:  Cultural integration; Sustainability.},
        month = {October},
        }