Research on the Marketing of Fashion Luxuries in China

Nowadays the market of fashion luxury is expended in China. Foreign luxury brands have been landing in China in succession and the fashion luxury as an important part of luxury products has also showed a prosperity market. By using of brand theory, the definitions of luxuries and fashion luxuries are given to analyze the characters of fashion luxuries under the premise of a profound understanding of meaning and role of the brand. The approaches of qualitative are used in combination in this article. The qualitative approach is applied to analyze the market of luxuries in China, the consumers' behaviors and the consumers' psychology. The interview methods are adopted to collect information. The elements of fashion luxuries and the indicators for physical and psychological are analyzed and proposed. On the basis of above researches, the marketing strategies for the development of domestic fashion luxury are raised up. Main points are given in this paper can be applied as a foundation of the fashion luxury market development. It makes helpful suggestions for native luxury brands' designing and for marketing strategy's planning. It is hopeful to provide practical ideas and methods for administrators of fashion luxury brands' management and operation.