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Consumer motivation factors

As can be seen in the table opposite ‘ownership of quality’ gained the highest value of all the buying motivations and was therefore the most important to them. ‘Self-reward’ was the second most important factor, and to make a purchase to be ‘part of a circle’ or as ‘gift giving’ was third. To ‘show off’ and ’leadership status’ were the least important purchase motivations.

These findings demonstrate a shift in the attitudes of those buying luxury when compared to those some years ago as we would have expected the ability to show off to be higher on the list, as we might for leadership status. Now consumers are less concerned about the perception of the general public…

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