Analysis Of The Concept Of Light Luxury After 90

< p > fresh media has visited over 170 universities in the country for half a year, and the sample size has exceeded 21000. After 90 years, the "2013 year light luxury fashion attitude report" was jointly released. It also learned about the fashion attitude and their consumption characteristics of the post-90s.

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< p > the so-called light luxury goods mainly refer to such brands. They are neither fast fashion that is easy to become a street sign, nor luxury pursuit represented by luxury brands such as Louis Vuitton and Channel. Light luxury goods focus on designer's original design and high quality fabric technology, they will not be too avant-garde, but they have enough quality assurance.

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< p > of course, the biggest distinction between light luxury goods and < a href= "//www.sjfzxm.com/news/index_c.asp" > luxury goods < /a > is still the price difference. The location of luxury brands is generally high and medium grade, and ordinary petty bourgeoisie can be paid. Of course, the luxury consumer groups can not be clearly divided. On many occasions, the consumers of light luxury and luxury goods exist and intersect together, but in any case, only those who know the inner brand of the post-90's can win the future accurately.

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< p > in this report, the 90's are the generation of self and digitalization. They are following the trend and being more keen on fashion, so they will often buy new products of envy.

However, their attitude towards fashion follows their optimistic and positive attitude towards life, and is more loyal to themselves. They prefer to think that "life is not only for finding a good job, but also for enjoying life and respecting their own life choices".

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< p > they will keep in touch with their friends, like music, dinner, shopping and sports, but they are more digital control. Most of the information access channels, ways of communication and ways of consumption depend on digital information services, and also look forward to high-tech products and equipment related to their interests.

In the multiple choice keywords for the post-90s consumption characteristics, the trend control has the highest click rate, accounting for 81.9%, followed by "digital control", which was mentioned by 78.6% of the respondents.

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After < p > 90, although they attach importance to < a href= "//www.sjfzxm.com/news/index_c.asp" > brand < /a >, they have their own attitude towards celebrity endorsement.

In the concerns of brand advertising, fashion, success and health 3 key words were ranked the top three with 78.5%, 69.4% and 62.7% voter turnout respectively. Most of the post-90 fashion groups believed that celebrities had no direct relationship with the products themselves, but they also chose to buy celebrity endorsements to support their favorite stars.

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< p > they believe that brand strategy should be backed by quality and service, and the reason why they choose famous brand is that they pursue more quality life.

85% of the post-90s group will pay attention to the brand reputation while consuming, and the loyalty to the brand is relatively high in consumption. It also requires that the personality conveyed by the brand is consistent with its own temperament.

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< p > in terms of concern about fashion products after 1990s, digital electronic has the highest concern. 76.3% of 90% of respondents chose this kind of merchandise.

At the same time, < a href= "//www.sjfzxm.com/news/index_c.asp" > clothing < /a > ranked second in 68.4%, followed by cosmetics, and 52.8% of respondents chose it.

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"P > 90" is a more self and digital generation, with a strong desire for performance, different from the Post 80's 5 years as a feature of the group, the post-90s group is almost 2 years as an age group, and the characteristics also have subtle differences, but "chasing the tide, digitalization, attaching importance to the brand, but loyal to the self" has become the overall fashion attitude of the post-90s.

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< p > conclusion: the pursuit of "beauty" by the post-90s ethnic group is far greater than the pursuit of basic life; the form and style of advertisements affect their love for products.

Advertising forms are more diverse to attract more attention.

At the same time, they believe that brand strategy should be backed by quality and service. The reason why they choose brands is that they pursue more quality life.

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