CC ppt

C O N S P I C U O U S
C O N S U M P T I O N

H A T I S W
O N S P I C U O U S
C
C O N S U M P T I O N
It is the extravagant
exhibition and
evidence of riches
The easiest way to
exhibit someone’s
stature is through
designer fashion
goods
It implies a
considerable amount
of showing off

C O N S U M P T I O N O F L U X U R Y
B R A N D S I N C H I N A
In China, the consumption of
luxury goods is more to meet the
psychological needs. They think
“have it” is more important than
“use it”.
Among the rich, luxury is a
demonstration of consumption.
One cannot deny the over­the­top
flavour of high­end consumption
that has been all the rage in China
Wealthy class with a very good
spending power

E x p a n s i o n & E v o l u t i o n i n
S h a n g h a i ' s l u x u r y m a r k e t
Shanghai is, arguably, the mainland's most affluent and
stylish city
I. Evolution of retail formats
II. Emergence of new retail formats
• Outlets • Direct sales platforms • Online sales

T H E S P L I T B E T W E E N
C O N S P I C U O U S C O N S U M E R S
A N D S O P H I S T I C A T E D
S H O P P E R S
R e m a i n s i n t h e “ c o n s p i c u o u s
c o n s u m p t i o n ” o r “ c o m p e t i t i o n
i n c o n s u m p t i o n ” s t a g e .
M a n y p e o p l e l i v e f r u g a l l y f o r
m o n t h s t o b u y a n L V k e y c h a i n ,
a p a i r o f C h a n e l s u n g l a s s e s o r a
P r a d a w a l l e t .
O n t h e o t h e r h a n d , t h e r e a r e
c o n s u m e r s w h o p u r s u e a h i g h e r
q u a l i t y o f l i f e a n d l o o k t o
r e f l e c t t h e i r p e r s o n a l t a s t e s
t h r o u g h l u x u r y c o n s u m p t i o n .

T H E C H A N G I N G L A N D S C A P E
Stores in Shanghai are saturated, so the brand should
select the second and third tier cities or the cities that
have not been covered for development based on its goals.
The excessive advertising and stores of these brands have
caused the disgust of luxury goods core consumers after
recent years of its development, including many knockoffs.
Although luxury brands are highly appreciated by the
society, the conspicuous consumption of the same is not
likely to be socially valued

BY,
KAVIYA SNEHA
TANG ZIYAO
REN ZIGIE
SHAO TIANLI
WU YUJIAO