Chinese Consumers and the Fashion Market
This book provides essential insights into Chinese consumer behaviors in the growing and dynamic fashion market. With increasing consumer purchasing power, readily accessible global brands, heavy application of digital technology and social media, as well
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Yingjiao Xu Ting Chi Jin Su Editors
Chinese Consumers and the Fashion Market
Springer Series in Fashion Business Series editor Tsan-Ming Choi, The Hong Kong Polytechnic University, Hung Hom, Hong Kong
More information about this series at http://www.springer.com/series/15202
Yingjiao Xu Ting Chi Jin Su •
•
Editors
Chinese Consumers and the Fashion Market
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Editors Yingjiao Xu North Carolina State University Raleigh, NC USA
Jin Su The University of North Carolina Greensboro, NC USA
Ting Chi Washington State University Pullman, WA USA
ISSN 2366-8776 ISSN 2366-8784 (electronic) Springer Series in Fashion Business ISBN 978-981-10-8428-7 ISBN 978-981-10-8429-4 (eBook) https://doi.org/10.1007/978-981-10-8429-4 Library of Congress Control Number: 2018931923 © Springer Nature Singapore Pte Ltd. 2018 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore
Preface
China has experienced a great economic boom in the past two decades, leading to a very dynamic consumer market in the country. Urbanization is happening at a historical high rate. The post-80s one-child generation has been entering the workforce. A larger percentage of the huge Chinese population has joined the middle class, with significantly increasing purchasing power. The upper middle class and the globally minded young consumers are exerting disproportionate influence in the market. Significant shifts have been witnessed in consumption dynamics in the Chinese consumer market. Fashion products, with the symbolic and social communication function, have been playing a significant role in Chinese consumers’ lives. Deeply rooted in the Chinese culture, face consci
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