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The Evolution of the Chinese Luxury Fashion Consumer: An Interpretive Study of Luxury Value Perceptions

  • Patsy PerryEmail author
  • Liz Barnes
  • Tiantian Ye
Chapter
Part of the Palgrave Advances in Luxury book series (PAAL)

Abstract

This chapter conceptualises luxury fashion as a cultural phenomenon by exploring the perspectives and lived experiences of contemporary consumers who determine China’s luxury market dynamics. It questions the predominant assumption that Chinese consumers are passive adopters of imported Western luxury consumption values and illustrates the complexity inherent in the Chinese consumer experience, highlighting their potential as proactive value creators. Chinese consumers characterise luxury fashion in financial, conspicuous, functional and hedonic terms (Shukla and Purani in Journal of Business Research 65:1417–1424, 2012; Shukla et al. in Marketing Letters 26:265–278, 2015), but also imbue it with a unique contextual value that reflects the socio-cultural realm of their worlds. They see luxury fashion as a ‘symbol of the West’ and the ‘art of life’ they should aspire to, but its growing accessibility has caused some disorientation and alienation.

Keywords

China Luxury fashion Luxury consumption Chinese consumers Qualitative Luxury democratisation Value perceptions Cultural context 

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Copyright information

© The Author(s) 2020

Authors and Affiliations

  1. 1.Fashion Business & Technology, Department of MaterialsThe University of ManchesterManchesterUK
  2. 2.School of FashionManchester Metropolitan UniversityManchesterUK

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