Live here, buy overseas? Chinese luxury fashion buyers

Canie K. Y. Chu-Lo, Suzan Burton, Regan Lam

Research output: Contribution to journalConference paperResearchpeer-review

Abstract

This study investigates Chinese luxury fashion buyers, the world’s largest spenders on luxury, and how they make their purchase decisions, using 32 in-depth interviews with experienced buyers. The data were analysed with thematic analysis. Interviewees rarely bought luxury fashion goods in China, nor browsed in stores in China. Many never buy luxury fashion products themselves, but instead "commission” their friends or family to buy for them outside China, in a role akin to an amateur buying agent. This frequent use of another for purchases raises questions about the role of luxury fashion stores in China, which for many consumers apparently promote the brand, but are unimportant for distribution. The study extends existing literature in two ways, first by revealing the pre-eminent role of an amateur buying agent in this market, and secondly, by identifying that luxury fashion stores in China may be more important for promotion than distribution.

Fingerprint

Buyers
Luxury
China
Purchase decision
Thematic analysis
Purchase
In-depth interviews

Keywords

  • luxury fashion
  • China
  • buying agent
  • distribution
  • commissioned purchase

Cite this

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title = "Live here, buy overseas? Chinese luxury fashion buyers",
abstract = "This study investigates Chinese luxury fashion buyers, the world’s largest spenders on luxury, and how they make their purchase decisions, using 32 in-depth interviews with experienced buyers. The data were analysed with thematic analysis. Interviewees rarely bought luxury fashion goods in China, nor browsed in stores in China. Many never buy luxury fashion products themselves, but instead {"}commission” their friends or family to buy for them outside China, in a role akin to an amateur buying agent. This frequent use of another for purchases raises questions about the role of luxury fashion stores in China, which for many consumers apparently promote the brand, but are unimportant for distribution. The study extends existing literature in two ways, first by revealing the pre-eminent role of an amateur buying agent in this market, and secondly, by identifying that luxury fashion stores in China may be more important for promotion than distribution.",
keywords = "luxury fashion, China, buying agent, distribution, commissioned purchase",
author = "Chu-Lo, {Canie K. Y.} and Suzan Burton and Regan Lam",
year = "2015",
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issn = "1441-3582",
publisher = "ANZMAC",

}

Live here, buy overseas? Chinese luxury fashion buyers. / Chu-Lo, Canie K. Y.; Burton, Suzan; Lam, Regan.

In: ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings, 2015.

Research output: Contribution to journalConference paperResearchpeer-review

TY - JOUR

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AU - Chu-Lo, Canie K. Y.

AU - Burton, Suzan

AU - Lam, Regan

PY - 2015

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N2 - This study investigates Chinese luxury fashion buyers, the world’s largest spenders on luxury, and how they make their purchase decisions, using 32 in-depth interviews with experienced buyers. The data were analysed with thematic analysis. Interviewees rarely bought luxury fashion goods in China, nor browsed in stores in China. Many never buy luxury fashion products themselves, but instead "commission” their friends or family to buy for them outside China, in a role akin to an amateur buying agent. This frequent use of another for purchases raises questions about the role of luxury fashion stores in China, which for many consumers apparently promote the brand, but are unimportant for distribution. The study extends existing literature in two ways, first by revealing the pre-eminent role of an amateur buying agent in this market, and secondly, by identifying that luxury fashion stores in China may be more important for promotion than distribution.

AB - This study investigates Chinese luxury fashion buyers, the world’s largest spenders on luxury, and how they make their purchase decisions, using 32 in-depth interviews with experienced buyers. The data were analysed with thematic analysis. Interviewees rarely bought luxury fashion goods in China, nor browsed in stores in China. Many never buy luxury fashion products themselves, but instead "commission” their friends or family to buy for them outside China, in a role akin to an amateur buying agent. This frequent use of another for purchases raises questions about the role of luxury fashion stores in China, which for many consumers apparently promote the brand, but are unimportant for distribution. The study extends existing literature in two ways, first by revealing the pre-eminent role of an amateur buying agent in this market, and secondly, by identifying that luxury fashion stores in China may be more important for promotion than distribution.

KW - luxury fashion

KW - China

KW - buying agent

KW - distribution

KW - commissioned purchase

M3 - Conference paper

JO - ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings

T2 - ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings

JF - ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings

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