Demographics shine light on luxury

Release time:2013-04-08      Source:admin      Reads:
According to the 2012 China Luxury Report from the Fortune Character Institute, most of China's consumers learn about luxury products from advertisements. Despite impressive growth, the luxury market in China is still small and most local shoppers don't know much about luxury goods.  Yet, Chinese shoppers with money to spend can easily come to misguided conclusions about high-end products if they don't understand the media through which advertisements are transmitted. Today some brands advertisements can be found everywhere. In their eyes, some like C.K, Louis Vuitton, Gucci and Prada are the synonym of luxury goods as they are renowned and widely seen in the market, which results in raising demand for luxury and drives people to narrowly understand luxury goods. Delicate bags, unique packaging perfume and shining jewelry with jewelry cards become consumers’ favorite goods. And that’s what media or brand suppliers would like to see - customers buy something beyond their capability or something they should not have to.

For starters, readers of fashion magazines need to be aware that glossy periodicals are not always the best sources for exposure to high-end luxury goods. Most of the people who purchase these magazines are young, white-collar people who are not rich but easy to get hooked, especially for those who are urgently in need of a superb baggage or marvelous jewelry with jewelry cards worn for banquet. But that is exactly the reason few real luxury firms would want to place advertisements in their pages because of no space.

The best way to tell whether a magazine, television show or website is high-end or not is to look at those who are consuming it. Even if today there exists such a person unable to buy luxury goods like jewelry set with jewelry cards but still purchasing one after he saves enough money, yet he is not targeted the of high-end, instead the rich or the celebrity is.

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