Despite the willingness to consider niche brands as the new luxury, Chinese consumers still firmly agree with the traditional idea of luxury.
Big names, in-store service and a sense of status are what 94 percent of mainland China respondents look for when considering a purchase.
Forty-nine percent of respondents in Asia prefer to shop offline. Excepting big-ticket items, 31 percent of mainland Chinese shoppers prefer to shop online, the highest amongst the surveyed markets. “The main drivers for online shopping are convenience, including avoiding crowds and fast deliveries, greater choice, and better deals,” said Cole.
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