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CHAPTER 3 uplifted 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 luxuriousness securities industry place. 3.2LUXURY CATEGORY INTRODUCTION The Chinese opulence market is booming. Many international betrays be expanding their investment in mainland mainland China and opening a lot of new stores, not sole(prenominal) in tier one cities like Beijing and move moreover also in lower tier cities as well. The lavishness division includes welt goods (bags), seat, 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 luxuriousness as 6 dimension(lis t according to its importance) 1st: Show finish up second: Excellent quality 3rd: Very high price 4th: Aesthetic fifth: Scarcity & angstrom unit; uniqueness 6th: Heritage Chinese consumers incline to perceive brand with a higher value than the products themselves, which gives them a disposition that the more famous the brand the more denotation they earn.

Chinese consumers are super brand conscious, luxuriousness brand is perceived as a symbol or a gist of showing ones social status. Because of its value, the monomania of luxury goods normally signifies the owners economic status. Moreover, it is really green that people simply judge oth! ers based on their perceptions. claim| BRNAD| High appreciation brands| Louis Vuitton, Gucci, Burberry, Prada, | High awareness brands| Dior, Ferragamo, YSL, miu miu, Fendi | surmount pistillate label| Chanel| surmount male label| Armani| Best leather good(bag)| Hermes | Best jewelry | Cartier, | Best watch| Patek Philippe| 3.4BRAND lieu use 3.5 LUXURY PRODUCTS BUYER Given the fast growth of the luxury category and Chinas...If you want to get a proficient essay, assemble it on our website: OrderCustomPaper.com

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