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CHAPTER 3 luxuriously life FASHION BRAND IN CHINA 3.1CHINAS LUXURY STATUS Chinese sumptuousness consumption is projected to grow 18% annually from 2010 to 2015, by which time accounting for over 20% of the global high life trade place. 3.2LUXURY CATEGORY INTRODUCTION The Chinese luxuriousness market is booming. Many international betrays atomic number 18 expanding their investment in mainland china and opening a lot of new stores, not sole(prenominal) in tier one cities like Beijing and move however also in lower tier cities as well. The high life division includes flog goods (bags), clothe, fine jewelry, watches, RTW (Ready-to-wear or prêt-à-porter) and accessories (sunglasses, belts and so on). Leather Goods (Bags) are most discussed among Chinese consumers, followed by shoes and fine jewelry. Bags are popular in China because they are durable and functional. 3.3PERCEPTION OF LUXURY BRAND Chinese consumer dig extravagance as 6 dimension(list ac cording to its importance) 1st: Show wrap up second: Excellent quality 3rd: Very high price 4th: Aesthetic fifth: Scarcity & ampere; uniqueness 6th: Heritage Chinese consumers incline to perceive brand with a higher value than the products themselves, which gives them a sense that the more famous the brand the more denotation they earn. Chinese consumers are super brand conscious, luxury brand is perceive as a symbol or a substance of showing ones social status. Because of its value, the monomania of luxury goods normally signifies the owners economic status. Moreover, it is really coarse that people simply judge others based on their perceptions. entitle| BRNAD| High appreciation brands| Louis Vuitton, Gucci, Burberry, Prada, | High awareness brands| Dior, Ferragamo, YSL, miu miu, Fendi | surmount womanish label| Chanel| surmount male label| Armani| Best leather good(bag)| Hermes | Best jewelry | Cartier, | Best watch| Patek Philippe| 3.4BRAND lieu stand for 3.5 LUXURY P! RODUCTS BUYER Given the fast growth of the luxury category and Chinas...If you want to get a abounding essay, assemble it on our website: OrderCustomPaper.com

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