Perceived Brand Image of Luxury Fashion and Vintage Fashion—An Insight into Chinese Millennials’ Attitudes and Motivations

Abstract

China has seen a dramatic increase in sales figures of luxury items, which accounted for 20% of global sales in 2015. The sheer purchasing power of this emerging economy makes it an attractive destination for luxury fashion brands seeking to expand their businesses. Young Chinese consumers are the key target audience for luxury fashion, as their ability to travel to the West further exposes them to fashion brands such as Hermes, Chanel, and LV. Purchasing, owning, and wearing luxury fashion has become a statement in the Chinese industry, which can be linked to motivational reasons such as value consciousness, susceptibility to normative influence, and the need for uniqueness. Vintage fashion has seen a dramatic increase in popularity in the Western Hemisphere and slowly, but steadily spilled over to China. Luxury brands are developing vintage lines, whilst new vintage stores start to emerge across various Chinese cities. The latter expand rapidly and gain popularity, especially among the younger consumers (millennials). This research focuses on Chinese millennials and their perceptions of luxury fashion and vintage fashion in terms of brand image. This exploratory research takes on a qualitative approach by interviewing 15 Chinese consumers, both male and female, who have experience in purchasing luxury and vintage fashion. This research contributes to knowledge as it explores the vintage fashion context in China, which thus far is under-researched. Practically, this research contributes by providing suggestions to retailers on how to enhance their brand image and target millennials more successfully.