The Lifestyle Oriented Marketing of Fashion Luxury

Abstract

The individual interviews were adopted in this research to investigate and to conclude the characteristics based on lifestyles and fashion consumption behaviors of the different customers in China. Consumers were grouped according to the age, life cycle, educational background and occupation to be interviewed for lifestyle. Six lifestyles were concluded according to the most prominent behavior of the consumer. The differences in five major items of lifestyle were also concluded. The influential factors on fashion luxury consumption behaviors of Chinese consumers were discussed. The marketing strategies towards consumers with different lifestyles were proposed on the basis of consumer lifestyle.