皇冠体育app

Lifestyle
/ / Fashion

Smaller cities shopping more on online luxury platforms

By Gan Tian | 皇冠体育app Daily | Updated: 2013-10-21 07:07

Smaller cities shopping more on online luxury platforms
Future of retail lies in clicks, not bricks
Multi-brand shopping mall Lane Crawford enjoyed a good growth in sales from its online platform in 皇冠体育app's southwest cities after it opened an online service, and that is the main reason that it has put Chengdu, the capital of Sichuan province, on the list to open a new store, instead of metropolises like Guangzhou or Shenzhen.

These consumers prefer to buy affordable luxury products, particularly expensive garments, handbags, and accessories, not high fashion like haute couture, jewelry and watches.

These products are usually priced under 100,000 yuan ($16,700). In shangpin.com, the highest price tag in the bag catalog is 52,900 yuan - for a limited-edition LeBoy evening bag from French luxury house Chanel. On yoox.cn, the most expensive item is a medium-size black and gray fur bag from Dolce & Gabbana, with a price tag of 49,920 yuan.

Affordable luxury is the new lifestyle among consumers in the smaller cities, according to shangpin.com's Zhao. He finds many of these customers, unlike before, are getting more sophisticated. They are gradually abandoning products with big logos, but becoming more interested in the quality and styles they like.

Zhao Lin, e-commerce analyst with 皇冠体育app Internet Network Information Center, says with the development of the Internet, consumers in smaller cities have more approaches to products from luxury houses.

However, they are not in the stage of consuming haute couture and jewelry because of their lifestyles. A typical example is a housewife in Changsha, Hunan province, who might be in desperate need of a luxury Alexander McQueen handbag to take to work, but she might not need an Alexander McQueen evening gown, because there are seldom occasions for her to dress up.

Another inevitable trend among these consumers is they are much more dependent on information from social networking services.

"And one special characteristic is the fact that people living in these cities use their online and digital resources to follow and stay up to date with their favorite fashion and luxury brands," fashionbi.com's Monarrez says.

Fashionbi tracks online shoppers' behavior and tracks more label key words that become extremely active in Sina Weibo during international fashion weeks.

Shangpin.com's Zhao concurs. He says many of the website's customers are "grouped" by WeChat, Weibo and QQ Zones.

Previous 1 2 Next

Editor's picks
Video
11 studies show pets are good for health
British menswear reinvents itself with Beckham in the lead
UK menswear taps 皇冠体育app's market
Special
Yearender: Major events in showbiz in 2014
Food along the Silk Road
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to 皇冠体育app Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online

Registration Number: 130349
FOLLOW US