The Lifestyle Oriented Marketing of Fashion Luxury

Yan Chen; Jing Zhang

doi:10.4028/www.scientific.net/AMR.796.519

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HomeAdvanced Materials ResearchAdvanced Materials Research Vol. 796The Lifestyle Oriented Marketing of Fashion Luxury

The Lifestyle Oriented Marketing of Fashion Luxury

Abstract:

The individual interviews were adopted in this research to investigate and to conclude the characteristics based on lifestyles and fashion consumption behaviors of the different customers in China. Consumers were grouped according to the age, life cycle, educational background and occupation to be interviewed for lifestyle. Six lifestyles were concluded according to the most prominent behavior of the consumer. The differences in five major items of lifestyle were also concluded. The influential factors on fashion luxury consumption behaviors of Chinese consumers were discussed. The marketing strategies towards consumers with different lifestyles were proposed on the basis of consumer lifestyle.

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Periodical:

Advanced Materials Research (Volume 796)

Pages:

519-522

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.796.519

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Online since:

September 2013

Authors:

Yan Chen, Jing Zhang

Keywords:

Consumer Investigation, Fashion Luxury, Fashion Marketing, Lifestyle

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