Chinese white-collar employees with university degrees and high
salaries are the country's main fashion consumers, a survey
revealed.
The survey, jointly conducted by the Horizon Research
Consultancy Group and Channel Young, a Shanghai fashion and media
company, interviewed over 1,300 people in Beijing, Shanghai,
Guangzhou and Shenzhen, and in the smaller urban hubs of Hangzhou,
Wuhan, Nanjing, Xi'an, Shenyang and Chengdu, about their views on
fashion.
The survey of Chinese urban residents aged 20 to 50, with a
minimum monthly income of 3,000 yuan (US$375) in metropolitan
cities and 1,800 yuan (US$225) in secondary cities, showed
the? progress of Chinese city dwellers in terms of fashion
sense after less than 30 years of reforms and opening-up, said
Horizon.
Senior white-collars spend most on fashion, said the survey,
adding that they earn more than 7,000 yuan (US$875) and 5,000 yuan
(US$625) a month respectively in large and middle cities, have
university degrees, hold managerial posts and possess a knowledge
of fashion.
The survey showed that senior white-collars spent on average
1,800 yuan (US$225) on fashion products monthly, far above other
social groups. Furthermore, their sense of self motivated them to
buy fashion for themselves, instead of merely for popular
admiration.
However, Chinese general public still have a shallow
understanding of fashion and a poor faithfulness toward certain
brands, it said.
(Xinhua News Agency December 18, 2006)
