Abstract
With the development of China’s economy and the change of economic structure, consumption has been constantly upgraded, and a large number of middle-class people with high net worth income have emerged. This paper attempts to take LANYU as an example and analyze the development status of China haute couture enterprises with respect to service concept, marketing method and product building of enterprises. It finds the development mode of successful haute couture enterprise and provides feasible suggestions for the development of Chinese advanced customization enterprises.
Highlights
The concept of “Haute Couture” was originated in France in the 19th century
The development of China’s haute couture enterprises has not yet formed a mature system, and enterprises are trying to explore and find a way to adapt to the domestic market and meet the needs of consumers Chinese style high set development path
The key for haute couture enterprises to obtain consumer loyalty lies in emotional factors
Summary
The concept of “Haute Couture” was originated in France in the 19th century It refers to the production or processing of clothes beyond the general standard according to customers’ needs. Studies predict that by 2027, China’s middle class will grow even larger, accounting for 65 percent of all households, thanks to rising per capita income in urban areas These new middle classes have the willingness to consume customized products, and have enough spending power. This paper attempts to take LANYU company as an analysis case, in order to get inspiration from it, so that China’s haute couture enterprises can seize the demand of the consumption upgrade of the new middle class, and achieve better development
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