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Understanding China’s Love for luxury了解中国对奢侈品的热爱.pdf 56页

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Degree of Master in Fashion Management The Swedish School of Textiles 2012-05-31 Report no. 2012.13.7 Understanding China’s Love for luxury Ewelina Krawczyk An analysis of luxury consumption in China Acknowledgements As the author of this thesis, I would like to acknowledge several persons for their help throughout the process of this thesis, without them it would not have been possible to finish the study and obtain intended results. First and foremost, I would like to sincerely thank my supervisor, Anita Radón, for all the support and feedbacks she has given me during entire process. Secondly, I would like to thank all the respondents who kindly answered my questionnaire and by this made a great contribution to this thesis. Ewelina Krawczyk The Swedish School of Textile, Bors 2012 2 | P a g e Abstract Master thesis in Fashion Management with specialization in Fashion marketing and Retailing Title: Understanding China’s love for luxury. An analysis of luxury consumption in China. Author: Ewelina Krawczyk Supervisor: Anita Radón Date: May 2012 Key words: modernization, luxury consumption, Chinese cultural values, Westernization Purpose: The purpose of this thesis has been to study, describe and analyze whether existence of traditional and modern values in the Chinese society explain the nature of growing luxury consumption in China. Background: Since the point when Chinese government had introduced the Open Door Policy, China had transformed from socialist country into market driven economy. Chinese population has emerged from decades of global isolation, restrictions on personal freedom and lack of consumer choice to come into the era of the world’s fastest growing e


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