This document discusses trends in Shanghai related to fashion and luxury consumers. It notes that Shanghai is becoming a major fashion capital due to its growing economy and changing consumer profiles. The key consumer is described as female, aged 28-40, interested in heritage and craftsmanship but also open to new experiences. She values quality, tradition and personalized service when purchasing luxury goods and sees Shanghai as an important cultural reference point.

1. SHANGHAI
SHANGHAI
1.IDEA GENERATION
2.RESEARCH&EVIDENCE
3.INSPIRATION
4.CONSUMER PROFILE
5.BODY PERCEPTION
SOCIOLOGY&TREND

2. FASHION CAPITALMILAN,NEW
YORK,TOYKO,PARIS,LONDON
OUT
OF
FASHION
SHANGHAI

3. SHANGHAITHE
CITY
OF
FUTURE
POTENTIAL
SHANGHAI

4. EVERY SINGLE MINUTES
THIS CITY IS CHANGINGMOVEMENT
SHANGHAI

5. THE
UPS
AND
DOWNS
OVER
THE
PAST
THOUNDERS
YEAR
HERITAGE
AND
TIMELESS
LUXURY
EASTERN
PHILOSOPHY
NO
OSTENIATION
SHANGHAI

6. RESEARCH&EVIDENCE
SHANGHAI

7. SHANGHAI EXPO
TREND RESEARCH
SHANGHAI

8. TED&ECONOMY WATCH
TREND RESEARCH
SHANGHAI

9. TREND RESEARCH
INTERNATIONAL NEWS SITES
SHANGHAI

10. FASHION EXHIBITION&SHOW
TREND RESEARCH
• BURBERRY BEIJING 13 APRIL 2011
• CHANEL SHANGHAI 04 December 2009
• CHRISTION DIOR CRUISE SHANGHAI 17 May 2010
• PRADA LAUNCHED A LIMITED SERIES OF SHANGHAI
WORLD EXPO 2010
• VIVIENNE WESTWOOD OPENS SHANGHAI FASHION WEEK
SHANGHAI

11. INVESTMENT
TREND RESEARCH
LUXURY
BRAND
BUSSINESSREORTMCKINSEY/BOSTON
SHANG/XIA
MARYCHING
SHANGHAI

12. KEY
WORDS:INTERGRITY
COMPREHENSIVE
PASSION
SUSTAINABLE
INSPIRATION
SHANGHAI
2012/2013 AUTUM WINTER
SHANGHAI

13. INSPIRATION
TEXTILEPRINT JACQUARD EMBROIDERY
COLOR PALETTE
KEY
WORDS:
INTERGRITY GRADIAN CONTRAST
CASHMERE COTTON LEATHER SILK
2012/2013 AUTUM WINTER
SHANGHAI

14. DETAIL
INSPIRATION
2012/2013 AUTUM WINTER
KEY WORDS:
PATTERN STONE WOOD
SHANGHAI

15. MIND&LINKER
• SHE
IS
A
LUXURY
CONSUMER
• SHE
MAY
AGE
FROM
28-­‐40
AGE
• SHE
IS
RESOURCEFUL
AND
EAGER
TO
CONNECT
WITH
PRODUCTS
AND
LIFESTYLES
THAT
HAVE
INTEGRITY.
• SHE
IS
EMBRACING
TRADITIONAL
VALUES
OF
CRAFT
AND
HERITAGE
IN
A
DIGITAL
AGE.
WHO IS SHE
CONSUMER ATTITUDE ANALYSIS
Experience, creative, early-adopter
Tradition, Heritage, Latter-adopter
SHANGHAI

16. HER LIFE• PRODUCTS,BRANDS AND
SERVICES THAT ADD JOY AND
MEANING TO HER LIFE IS
VERY IMPORTANT.
• FOR HER THE VALUE IS
TIME,KNOWLEDGEABLE, CULTURAL
EXPERIENCE OR PERSONALIZED
SERVICE
• EMOTION REMIANS THE KEY
DRIVER FOR PURCHASING
DECISIONS.
SHANGHAI

17. SHANGHAI
HOW SHE INTERACT WITH SHANGHAI
SHANGHAI IS THE PART OF THE REFERENCE POINT OF HER ATTITUDE&VALUE
ALSO BECAUSE OF HER ACCEPTANCE OF SHANGHAI,IT WILL BE THE LIFESTYLE VALUE WHICH WILL
SHARED BY OTHER ATTITUDES` GROUP, i.e Posh.
1.Fountain lounge 2.Urban hotel 3.Awiwei`s Work‘ABSENT’4.Shanghai Morning dishs 5.Chanel Shanghai Fantasy 2010 Video.
6.Louisiana Museum of Modern Art in Humlebæk, Denmark 7.Shanghai Xintiandi/Shikumen 7.Ye shanghai Resteraunt 8.Musician Langlang
9.Abstract Expression Exhibition in Shanghai Contemporary Art Museum. 10.Shanghai snack Xiaolongbao 11.Parada shanghai2010 Menswear “First Spring”
12.Special offer dishes from “South Beauty”

18. BODY PERCEPTION• SHE
IS
CONFIDENCE,KNOLEDGEABLE,WELL-­‐EDUCATED
AND
MULTI-­‐CULTURED.
• SHE PERCEIVE HER BODY IN A HEALTH AND BALANCE WAY. “LESS IS MORE” ARE INCREASINGLY
AWARED BY HER.
• EASY-­‐WEARING
AND
COMFORTABLE
• HIGH
QUALITY
AND
INTERESTING
DETAIL.
SHANGHAI

19. CONTACT:
eason-lee@live.com
THANKS
SHANGHAI
SHANGHAI