An emerging change in luxury brand consumption: An interview study of Chinese young consumers

This study focuses on these emerging trends in the luxury brands, aiming for a more nuanced understanding of how young Chinese consumers view the concept of luxury and the behaviours of luxury brand consumption. An in-depth interview with 10 Chinese young people aged 20–25 years, who were overseas students, were conducted in Australia in 2018. Our study findings show that young Chinese consumers identify luxury brands in several ways, which is formed intrinsically by what they attach to luxury brands and extrinsically by what is attached to luxury brands. We identify that the luxurious properties of the product become ‘de-luxurious’.