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CONSUMER BEHAVIOR IN THE FAST FASHION INDUSTRY OF CHINA
I. PRESENTATION OF THE FAST FASHION INDUSTRY IN CHINA
CONCLUSION
INTRODUCTION
III. CONSUMER BEHAVIOR
CONSUMER PERCEPTION
CONSUMER MOTIVATIONS
Self perception - To stand out from the others
Price perception - Factor which shows quality of the clothes
Benefit perception - Feeling of driving a bargain
Most dynamic market for international retail
Incredible evolution through the past decade
Chinese middle class uprising
II. MARKET SEGMENTATION
PLAN
I. Presentation of the fast fashion industry in China
II. Market segmentation of this sector in the Middle Kingdom
III. Consumer behavior of Chinese people in this industry
CONSUMER ATTITUDES
BELIEFS
THANK YOU FOR YOUR ATTENTION !!
ANY QUESTIONS ?
- Expression of achievement
- Personalization
” In China, fashion -through differentiation- is an expression
of achievement ”
AFFECT
BEHAVIORAL INTENTIONS
- « Mix & Match Generation »
- Companies opportunities
manage to translate that into apparel
good turnover in China
amazing perspectives
- Pricing
The higher the price, the better the quality ?
- Foreign VS local brands
Fondness for foreign brands
- Renown
650 million inters users
Importance of the online reputation
- E-shopping
- Personnal style appearance
- Does fast fashion can continue its incredible growth ?
SOURCES
SCMP website :
http://www.scmp.com/business/china-business/article/1820390/fast-fashion-brands-bring-new-look-chinas-retail-property
Forbes website :
http://www.forbes.com/sites/walterloeb/2015/10/23/who-are-the-fast-fashion-leaders-and-why-does-it-matter/#6d2bd2641554
http://www.forbes.com/sites/gordonchang/2015/06/14/in-china-the-devil-now-wears-zara/#2fda50bf5560
Fashion Bi website :
http://fashionbi.com/market/fast-fashion/all
CS Monitor website :
http://www.csmonitor.com/Business/2015/0924/H-M-plans-rapid-growth-in-China-amid-questions-on-ethics-of-fast-fashion
CKGSB website :
http://knowledge.ckgsb.edu.cn/2014/01/27/consumers/fast-fashion-china-revved-retail/
Prêt-à-porter website :
http://www.pretaporter.com/files/attachments/Veille%20Internationale%20-%20Chine.pdf
Marketing Chine website :
http://www.marketing-chine.com/analyse-marketing/les-tendances-de-consommation-des-chinois
BMCE Trade website :
http://www.bmcetrade.co.ma/fr/observer-les-pays/chine/approcher-consommateur
Blog Marketing Chine :
http://marketing-chine.blogspot.com/2009/10/le-comportement-de-consommation-des.html
China Business Review website
http://www.chinabusinessreview.com/fast-fashion-in-china-revved-retail/
http://www.chinabusinessreview.com/fast-fashion-in-china-revved-retail/b.com/chinese-social-media-statistics/
Make a website hub website :
http://makeawebsitehu :
Marketing to China website :
http://marketingtochina.com/how-social-media-influences-chinese-fashion-customers/
CHINA’S FASHION INDUSTRY : An overview of trends, opportunities, and challenges 2014 (report from the Embassy of the Kingdom of the Netherland)
Understanding Chinese Consumers : Report from the China Business Review (2014)
Antoine Oili
Alexandre Morliere
Hélène Forski
Anaïs Appavou