The Marketing Strategy Research On Luxury Apparel In China

Luxury is the highest level of consumer goods for human consumption structures. It is the thing of the scarcity of resources, few alternatives, even if there are alternatives, will only be the similar products in the high-end or top product. Apparel accounted for the major share of the luxury products category, the well-known luxury brands on the market today are also clothing and accessories brand.Firstly, the article start with the meaning and classification of the luxury focuses on the concept of luxury apparel, and the analysis of the luxury apparel industry developments, describes the overview of the luxury apparel market in China. Secondly, present traditional marketing strategies and new marketing strategies for luxury goods, especially luxury apparel according to the characteristics of the luxury features and luxury consumer groups. At last, bring out the big luxury apparel marketing case analysis for Armani, also the inadequacies of Armani’s marketing performance in the Chinese market as well as its marketing strategy. With the advent of the era of luxury consumption in China, the luxury brand of apparel should implement effective marketing campaigns upon consumer behavior and spending habits of the target customer. The successful planning and implementation of marketing activities will be the key to success for apparel luxury’s trip to China.Research for the luxury apparel is a relatively new issue. The Chinese market is an increasingly mature market full of great potential on development. Combine the two things to develop appropriate marketing strategies is the problem to be solved in this article. Hope this article to play a reference and guiding role for the international apparel luxury brands in the Chinese market development.