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
An analysis of luxury consumption in China
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.
The Swedish School of Textile, Bors 2012
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Master thesis in Fashion Management with specialization in Fashion marketing and
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
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.
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