Insight Into Consumer Habits To Win The Fashion Luxury Brand Market

< p > the world is < a href= "//www.sjfzxm.com/" target= "_blank" > clothing < /a > a href= "//www.sjfzxm.com/" target= "//www.sjfzxm.com/".

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< p > < strong > China is changing the luxury brand more and more appropriate. < /strong > /p >

< p > Alexandre Ricard, the new CEO of Pernod Ricard said in contact with the Chinese market: "China is becoming a normal emerging market."

What accelerates this change or change is that the recent tightening policy of the Chinese government will push luxury brands to change their image.

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< p > China's opposition to extravagance leads to a slowdown in sales of luxury goods in China.

According to Bain consulting, luxury goods consumption increased by 2% in 2012 compared to 7% in 2013.

Beijing used to be the number one city in China's luxury goods sales, but fell to third place in the first quarter of this year.

Sales of a href= "//www.sjfzxm.com/" target= "_blank" > Leather > /a > products and watches are also declining.

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Stephen Urquhart, chief executive officer of OMEGA watch, records how P affects everyday behavior of luxury consumers.

"We can see some watches, some of which are very expensive for sale.

But people want to keep a low profile or even fear to buy. "

Urquhart said.

Now, the company is avoiding the luxury luxury Association, emphasizing quality and authenticity when marketing their products.

Rebecca Wang, senior customer manager of custom suits in Italy, said this trend reflects a huge change in consumer tastes.

"Today's Chinese consumers are more complex and rational, because many of them are close to western culture through their work and study."

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At the same time, luxury goods are no longer the only deals with the super rich P.

The growing middle class has their own tastes and pursuits.

"According to Bain's research, although the overall economy has slowed down the purchase of luxury goods, it is interesting that the purchase of female fashion brands has increased dramatically.

Since almost 70% of Chinese women work outside the country, they used to be a male dominated market, and the weight of women gradually increased.

"Chinese women have strong personality. They usually buy for themselves, not for gifts."

Celion CEO Marco Gobbetti said.

Gobbetti is "less affected by economic slowdown".

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< p > other luxury brands want to find a stable second tier city in China. Urquhart stresses that it is important to pay attention to these areas as well as China's first tier cities.

"China is not just one or two cities.

Beijing and Shanghai are very important, but other cities may be more mature than people think.

I am surprised to see that the retail environment in other cities is not backward at all, but on the contrary, it is very advanced.

He said.

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< p > strong > luxury brand may point to the new "contact" < /strong > /p >

< p > according to a joint survey by Han Weiss media group and Human High Research Institute, luxury brands do not make full use of social media, for example, they could have gained popularity through official micro-blog.

A survey of 1000 luxury consumers shows that China's affluent consumers are not fully included in the digital contacts that have a profound impact on buying.

But this implies an effective strategy: by improving the exposure of social media, it can effectively enhance brand awareness and increase sales.

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< p > Han Wei media "China's luxury consumer path" uses a new research method to reveal the role of the media in the consumption path.

This study qualitatively describes the top consumers in China, and identifies the important factors related to brand value, brand awareness and brand attractiveness. It also analyzes the advantages and disadvantages of physical stores and online shopping in providing shopping experience.

After that, the survey explored the role of "contact" and the information conveyed in the consumption path, and also the evolution process of China's e-commerce.

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< p > the survey reveals that the most famous brands, such as LV, Chanel, Gucci, Hermes, Dior, Armani and so on, are directly related to their brand stories through contacts.

Among them, the number of digital contacts and their contents are the most relevant.

88% of respondents said that luxury brand official website is the most trusted source of information, and they can learn about brand history and product details.

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< p > the study also pointed out a good opportunity for brands to lose in interaction with consumers: customer relationship management related contacts (such as briefings, invitations, mail) have effectively reached the target population, but they are stereotyped, lacking customization, so these contacts have little relevance to the final purchase.

The more you know how to observe the brand of consumer habits, the more insight you have into the consumer and the stronger consumer loyalty.

This will have a significant impact on consumption frequency, cross selling and maintaining contacts.

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< p > "obviously," said Isabelle Harvie-Watt, chief executive officer and general manager of Han Wei media Italy, "brands should invest in technological means and dynamic changes so as to effectively perceive the habits of" a href= "//www.sjfzxm.com/news/index_s.asp" consumer /a "and understand their brand experience.

In this way, the customization of the product can be achieved and the unique and meaningful experience will be brought to the consumers.

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