Luxury Fashion Brand: Qualitative Study


This study aimed to understand the ‘Lifestyle’ of the luxury consumer, their perception of and role of ‘luxury’ in their lives, as well as the overall evolvement of ‘luxury’ in their minds.


Market covered: Hong Kong.
Methodology: In-Depth interviews with respondents from highly affluent backgrounds (UHNWI’s), most having studied overseas and with a public persona.


This study went in-depth to understand their ‘value’ system and how they express themselves; what values they themselves had been taught and the influence of those values in their lives and particularly how this may ultimately affect their consumption of ‘luxury’.