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Who Is The New Consumer Group Of Luxury Goods In China?

2010/10/12 22:49:00 52

People's love for luxury goods is not limited to their own needs. They are beginning to turn their attention to children. Many parents have begun to buy luxury brand children's clothing for their children.

"Who is

Luxury goods

New consumer groups in China? Those who are born in big cities and have good economic environment.

Their parents may be the target consumers of luxury goods, but they are more willing to spend money on their children.

Wang Depei, vice president of China Economic Restructuring Research Institute, and director of Shanghai Fu Kha economic forecasting Institute.

"By 2015, the number of well-off families in China will exceed 4 million 400 thousand.

These wealthy families will "cultivate a large number of new generation of luxury consumers."

Many designers such as Dior (Dior) and Mark Jakob (Marc Jacobs) have been paying close attention to mini design in recent years. But in the two quarter of this summer, some brand-new brands began to get involved in children's wear and children's wear accessories, and designers even upgraded to the design of diapers.

Linda McLean, fashion director of Junior magazine, sees this as a natural process.

She said: "I don't think this is a sudden surge, because children's clothing design has been a growing market in the past 10 years.

Children's wear

The field is one of the few areas that have not been seriously affected by the economic crisis, and there is great potential in the field of infant products. "

These words reveal why luxury brands are eager to attract younger consumers.

Paul Smith (Pauth Smith) introduced bright and eccentric designs for younger boys and girls in the Paul Smith Junior series.

These are designed for the new generation of children under 14 years old. They are Scotland's fairway style cardigan sweater, tweed shorts, peasant skirts, striped scarves and striped jackets. These costumes will be sold at 34 to 250 pounds in Harold, Searl, flicky, Harvey Nikos and Brown Thomas department stores.

In China, Dior Baby opened a store in Shanghai's Hang Lung Plaza in April this year, and more and more brands began to march in Dior.

Chinese Market

。

It is reported that the first stop of Burberry children's clothing in mainland China is Hangzhou, while Gucci children's wear will take Shanghai as their first choice.

The price of luxury children's clothing is several times or even more than that of ordinary children's wear brands. A sweater in Hangzhou Tower children's Mall Dior is priced at more than 3000 yuan, and the price of winter clothes is between 7000 yuan and 8000 yuan.

According to the statistics of the mall staff, although the number of these fashionable brands is not as good as that of ordinary brands, the sales price always occupies the upper position because of the high unit price.

This phenomenon has appeared in foreign markets.

Parents do not always encourage designers to compete when their children are so young.

Linda McLean explained: "Dior and D&G sell a lot of brand bottles, dolls and baby shoes, all of which are bought as gifts.

In addition, over the past 10 years, public awareness of brand awareness has also been pformed into a desire for children's brand products.

Sophie Devenhill, the founder of luxury online store BabeswithBabies, agreed: "we find that the trend of people wanting to buy luxury goods as baby gifts is increasing.

They want to create a sensation and show how much they care about their children, so they are looking for something special.

The trend of children's luxury goods is spreading all over the world, and the heat wave of children's clothing market is really surging.

Sports brand into children's clothing, adult clothing brand division children's clothing market...

Now, luxury brands are also strong landing, which makes the industry more aware of the heat of children's clothing market.