Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading content…
Loading…
Transcript

CONSUMER BEHAVIOR IN THE FAST FASHION INDUSTRY OF CHINA

I. PRESENTATION OF THE FAST FASHION INDUSTRY IN CHINA

CONCLUSION

INTRODUCTION

III. CONSUMER BEHAVIOR

WHAT IS "FAST FASHION" ?

  • Largest mass fashion market in the world
  • Big expansion
  • Quite new concept
  • Trendy clothe for affordable price
  • Low “Life expectancy” product
  • Imply strong reactivity, and quick-response production process

CONSUMER PERCEPTION

CONSUMER MOTIVATIONS

FAST FASHION SECTOR EVOLUTION

 Self perception - To stand out from the others

 Price perception - Factor which shows quality of the clothes

 Benefit perception - Feeling of driving a bargain

INFLUENCES

Cultural - Sensitive to the brand

Social - Middle class

Personal - No lifestyle

Psychological - Safety feeling

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

MAIN COMPETITORS

  • 5 main competitors
  • Focus our project on H&M (Swedish) and Meters Bonwe (Chinese)

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

  • Geographics

  • Demographics

  • Psychographics

  • Behavioral tendencies

- « 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

TRENDS

- 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

Learn more about creating dynamic, engaging presentations with Prezi