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Consumer characteristics

Affordable luxury handbag consumers are mostly young and fashion conscious office workers, or students from affluent families. Most of them are from coastal areas or big fashion inland cities like Chengdu. They advocate showing your personality and rational consumption of luxury goods. To them mainstream luxury is too expensive, and although they can afford it, they would rather buy 2 or 3 affordable luxury bags that they carry on different days, than have one for all occasions. …

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