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Understanding the Chinese luxury market : a research into China’s luxury fashion consumerism

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Understanding the Chinese luxury market : a research into China’s luxury fashion consumerism

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QUOTES “With rising incomes, the number of China’s middle class households is growing. This growing group proposes opportunities for luxury brands to grab.” - “What makes products and services luxurious is the fact that they supply the consumers with similar symbolic and experiential reward. This is also how a luxury brand can be differentiated from other brands; by the fact that they express specific features that are perceived by their customers as luxurious.” - “Something that also becomes apparent is the fact that the group of Chinese luxury consumers is diverse. They come from different regions, social standings, generations and have contrasting preferences. Next to this, there are differences to be found within their gene pool, resulting in different sizes and complexion.” RESEARCH QUESTION Which prospects does the Chinese market hold for luxury fashion companies that are considering expanding their presence in China? TABLE OF CONTENTS 1. When is something considered a luxury fashion product? - 1.1 Luxury. - 1.2 Luxury brands. - 1.3 Democratisation of luxury. - 1.4 Conclusion 2. What is the rationale behind the consumerism of Chinese luxury fashion consumers? - 2.1 Different culture. - 2.2 Social pressure. - 2.3 Interaction 3. What is the size of the chinese luxury fashion consumers’ market? - 3.1 Economy. - 3.2 Demographic. - 3.3 Luxury market 4. Through which channels do Chinese luxury fashion consumers acquire their products? - 4.1 Retail. - 4.2 E-tail. - 4.3 Buying overseas. - 4.4 Price differences: Daigou Conclusion. – Bibliography PRODUCT: REGIONS OF CHINA Title: Regions of China : a market research into the feasibility of luxury fashion per region. - Table of contents: Introduction. - North China. - Northeast China. - East China. - South Central China. - Southwest China. - Northwest China. - Ranking potential cities for luxury retail expansion. – Conclusion. - Bibliography

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2016
TypeBachelor
TaalEngels

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