中国消费者接触奢侈品虽然只有短短的40年，但已经缔造了全球排名第二的奢侈品市场，且消费力还在不断提升中。奢侈品牌在中国也已培养了大量的消费者，经过多年在中国奢侈品行业的业务经验和深入研究，我们发现不同代际的奢侈品消费者的消费习惯和消费观差异十分明显。那么，中国奢侈品消费者主体究竟是哪些人群？为何他们的消费行为如此多样？这些人群的成长背景与他们消费观的形成有着什么样的联系呢？
本调查针对四个不同年龄段的中国奢侈品消费者进行深入调研，旨在洞悉奢侈品消费行为与消费者的年龄、价值观、生活方式和社会背景之间的关系，与品牌分享我们的关键发现并给出思考与建议。
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Luxury fashion brands have made the headlines in recent weeks as they pivot to manufacture face masks and hand sanitizer in the fight against Covid-19, but what is going on behind their closed doors – and how is the pandemic affecting the sector at large?