China luxury: The case of a Portuguese company in China´s luxury garment market

• Autor(a) principal: Macário, Pedro José
• Data de Publicação: 2010
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/3821
• topic: China; Comportamento do consumidor -- Consumer behavior; Luxury garment; Cultural adaptation; Vestuário de luxo; Adaptação cultural

Nowadays China is already out of Mao Zedong‟s shadow and people are experiencing western lifestyles. In opposition to Europe, money is new and the economy is already world number two. People are now educated, travelled overseas and are proactively seeking for new fashion trends worldwide. Purchasing power is growing and cannot be ignored thus creating enormous opportunities for western brands. Talking about luxury in China is an accurate and relevant gumption, especially in the garment sector having that the locals are collectivism-oriented and are constantly displaying status. However, approaching the Chinese consumers must not be done the same way it is done in Europe or in the USA and cultural adaptation must take place. The aim of this thesis is studying luxury garment consumers in China and the segments of consumption that are arising. Moreover, the performance of one Portuguese company already having a share in this market is analyzed and recommendations are drawn for future investments. This project is about Chinese consumer behaviors over luxury garment.