China's White-collar Class Luxury Consumption Behavior Research

Even in the downturn, China remains one of the world’s few growth markets. According to an official report, in year 2009, Chinese GDP was reported to have a growth of 8.7% with a total volume of $US4,790 billion, the combination of both the fast growth rate of Chinese market and the rapid increasing number of the Chinese luxury consumers inspire the development of fashion and luxury industry in China and the potential room for growth remains eye catching. Unlike the consumers in most of the western mature markets, the Chinese luxury consumers are young and within which, the modern Chinese white-collar sector has taken a big portion. Thanks to the strong love affair of the Chinese white-collar consumers toward the fashion and luxury brands and their relatively high willingness in purchase luxury products makes this unique segment worth studying.Under the guidance of professor Saviolo and professor Sun, the thesis based on the customer-oriented theory of the modern marketing strategy is mainly focus on the consumer behavior of the white-collar sector in China through the usage of second hand data from the "research report of the Chinese white-collar’s consumer behavior towards fashion and luxury products" published by MSN.com in year 2010. Combining the data together with the general characteristics of the modern Chinese white-collar employees, the reasons and the motives behind the luxury products consumption habits of the white-collar sector can be revealed and better understood. Thus, certain strategies of the international fashion and luxury companies aiming at the Chinese white-collar segment can be set and may become a useful reference for them to use in their daily operation in China.