Research Of Dress Accessible Luxury Retail Mode

Now China has climbed the world's second luxury consumption power, influenced by western values, many accessible luxury brands to enter the Chinese quickly, luxury goods sales model to be more flexible than traditional retail model. The 2016 luxury industry outlook report shows that millennials (aged 18 to 34 consumers, around 2.3 billion people) is the future of the luxury market. Accessible luxury retail mode of research is currently still relatively lack, but accessible luxury retail industry fast development, potential big, also have a lot of opportunities and challenges, through the existing Chinese accessible luxury market retail model data carding and research get relatively stable accessible luxury brand retail mode, can help Chinese localization right accessible luxury goods industry, and promote the development of accessible luxury retail industry.After a lot of literature survey found that the problem:what is China accessible luxury retail mode? Accessible luxury retail model is also influenced by social media, and if there are other sales model? In this paper, using the method of literature investigation, questionnaire investigation and relevant data, gives accessible luxury with existing brands model defines the relevant concepts of further combination of trend analysis of the existing luxury retail mode, after a comprehensive analysis of both are now the Chinese dress accessible luxury of a more stable retail mode:social media marketing under offline store+ online retail sales+ multi-channel experiential marketing pattern. Through the field survey research Beijing Guomao, Chaoyang, Xidan three luxury business circle, the COACH, MIUMIU, EXCEPTION 3 examples of existing accessible much on-the-spot investigation to obtain relevant data, combined with the questionnaire survey data to validate the model is stable.The innovation of this article is the first to accessible luxury concept and definition of brand model, the second is to include all retail channels in China apparel accessible luxury retail model is analyzed, finally combine actual case for validation.