Raiment Affordable Luxury Property Scale Development And Applied Research

In the past 100 years,with the rapid development of the economy,a large number of emerging middle classes have emerged in the society.These people have a high cultural quality and a pursuit of high quality life.As a result,the emergence of affordable luxury goods has filled the gap between ordinary goods and luxury goods in the market,and catered to the needs of the emerging middle class.Consumers of affordable luxury goods are mainly the daily consumption of the wealthy class and the white-collar workers' self-consumption.The affordable luxury brands on the market are divided into four categories: extravagant sub-line,an independent designer brand,custom affordable luxury brand,and other high-end brands of affordable brands.Affordable luxury goods industry is developing fast and has great potential in the industry.Because of the late appearance of affordable luxury goods,the theory of affordable luxury goods is not as rich and mature as the theory of luxury goods.Through the investigation and study of consumers of affordable luxury goods,explore the property of affordable luxury goods and generate attribute scales.It is expected to provide support for the division of affordable luxury goods and affordable luxury brands,and provides certain guidance for the positioning of affordable luxury goods.Based on the relevant research theories,this article conducts in-depth interviews with affordable luxury consumers,experts,and scholars in related fields.The early in-depth interviews identified the attributes of affordable luxury goods as high quality,necessity,practicality,high cost performance,identity symbol,self-expression,aesthetics and emotional experience.After pre-testing and questionnaire surveys on affordable luxury consumers,after collecting,testing and analyzing the collected data,attribute scales of raiment luxury goods was obtained.The verified affordable luxury property scale is divided into three dimensions: functional attributes,symbolic attributes,and hedonic attributes.Functional attributes mainly refer to the practical,helpful,and realistic parts that can bring consumers,including three indicators: high quality,high cost performance,practicality,12 items.Symbolic attributes mainly refer to the buyer and its expectations The groups,roles,and personal images are linked together,including two indicators: status symbol,self-expression,and 6 items.The hedonic attribute mainly refers to the attributes that give consumers a series of pleasant experiences in aesthetics and experience,including aesthetic,emotional expression,6 items.Then,the raiment affordable luxury attribute scale was applied to the investigation of raiment heavy luxury goods,affordable luxury goods,and general merchandise.The results show that there is a significant difference in indicator of the high cost performance of heavy luxury goods and affordable luxury goods,and there is no significant difference in the scores of other indicators.Therefore,high cost performance is the unique attribute of raiment affordable luxury goods compared to heavy luxury goods,but also the only attribute of affordable luxury goods based on luxury goods.Raiment luxury goods(Affordable luxury goods and Heavy luxury goods)and ordinary goods in the comparison,there are significant differences in the three indicators of high quality,identity symbol and self-expression.This result explains to some extent that the luxury goods are essentially different from ordinary commodities,that is,luxury goods have unmatched quality and symbolism.Practicality and hedonic attributes are not significantly different in the three comparisons,which means that raiment luxury goods(Affordable luxury goods and Heavy luxury goods)and ordinary goods are not significantly different in practical,aesthetic and emotional.This article also has certain limitations.For example,the application phase is based on the affordable luxury attribute scale to compare heavy luxury goods,affordable luxury goods,and common goods.Therefore,the distinction between the three is limited to the content of the affordable luxury attribute scale.For example,heavy luxury goods have the attribute of scarcity,while the affordable luxury goods and ordinary goods do not.In short,there are still many things worth studying and exploring in the future.