What makes the Chinese Haute Couture market and its customers unique since the Covid-19 pandemic? / Raphaël CAZIER / 2022

Titre : What makes the Chinese Haute Couture market and its customers unique since the Covid-19 pandemic? Type de document : Mémoire Auteurs : Raphaël CAZIER, Auteur Année de publication : 2022 Importance : 23 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management CHINE ; HAUTE COUTURE SECTEUR ; INDUSTRIE DU LUXE SECTEUR Résumé : Since the Covid-19 pandemic started in the beginning of 2020, the business world has known a lot of variations, and markets evolved like they never did before. The fashion luxury sector in China has been strongly impacted, positively and negatively by this pandemic crisis. Chinese consumers were forced to stay in their country and couldn’t travel anymore. This gave an incremental opportunity for luxury brands in terms of shoppers, that were usually leaving the country to buy luxury personal goods. Moreover, young Chinese generations are consumers now more care-conscious and aspire to a new type of luxury consumption, and have new expectations from brands. Are luxury brands already implemented in China able to face this new demand and maybe modify their ways of working in order to attract Chinese consumers that represent one third of potential clients? In addition to that, Chinese luxury brands are emerging more and more and surfing on the wave of the Guachao trend and the desire of Chinese consumers to see “designed in China” rather than “made in China”. Are these brands able to overcome existing brands such as Louis Vuitton in China, that have history and a strong image? In order to answer these questions and test the hypothesis, 2 interviews were made with Chinese professionals from the Luxury Fashion Industry, working between Italy and China, having knowledge about these markets. Personal questions were also asked in order to get a customer opinion from them. Finally, a questionnaire with detailed questions was made to get data from potential Millenials and Gen Z Chinese luxury customers. The limitation of this data gathering is the number of people questioned. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562228