China: luxury shopping online reasons 2018

This statistic presents the leading reasons to shop for luxury goods online vs. offline in China as of June 2018. During the survey period, around 30 percent of Chinese respondents who were buying luxury goods online said there were more brands to choose from online.

Leading reasons to shop for luxury goods online vs. offline in China as of June 2018

Characteristic	Share of respondents
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Release date

October 2018

More information

Region

China

Survey time period

June 2018

Number of respondents

2,190 online luxury shoppers

Special properties

Chinese luxury shoppers across genders, generations, income levels, city tiers and regions

Method of interview

Online survey

Supplementary notes

Survey question:
What are the factors which encourage you to purchase luxury products online (vs. offline)?

The survey conductor defines the luxury shopper as someone who had purchased fashion products (e.g. apparel, handbag) from two or more brands in a list the survey provided, over the last one year. The list included 25 brands, from top luxury brands like Chanel, Louis Vuitton and Dior to more affordable luxury brands like Paul Smith, Maje and Kate Spade.

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