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Feb
2014

Current luxury e-commerce consumer habits and demographics

In our June 2013 issue, we reported on the luxury e-commerce market in China, the history, the current players and the market trends in a country that will become the largest in the world. In this issue we review findings from our own research into consumer attitudes to purchasing luxury online, the drivers for doing so and the concerns of those who do not use e-commerce sites to buy luxury products.

In a study of over 1200 Chinese individuals aged from 18 upwards, and split approximately 50/50 male and female, they key fashion buying and online channel selection motives were confirmed using a 51 point survey lasting five weeks. In the following pages, we discuss some of the key findings of the study, touching the surface of what is a very important topic for luxury brands at this time…

The full article content is only available to Luxury Insights China subscribers.


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