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White-collar employees main fashion consumers: survey

(Xinhua)
Updated: 2006-12-18 15:21

Chinese white-collar employees who have university degrees and high salaries are the country's main fashion consumers, according to a survey.

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 secondary cities of Hangzhou, Wuhan, Nanjing, Xi'an, Shenyang and Chengdu, about their views on fashion.

The survey of Chinese urban residents aged 20 to 50, who have a minimum monthly income of 3,000 yuan (375 US dollars) in metropolitan cities and 1,800 yuan (225 US dollars) in secondary cities, showed a progress of Chinese city dwellers in fashion understanding after less than 30 years of reforms and opening-up, said Horizon.

Senior white-collars spend most and hard on fashion, said the survey, adding that they earn more than 7,000 yuan (875 US dollars) and 5,000 yuan (625 US dollars) a month in large and middle cities respectively, have university degrees, hold managerial posts and have acquired a deep understanding of fashion.

The survey showed that senior white-collars spend 1,800 yuan (225 US dollars) on fashion products monthly, much higher than other social groups, adding they choose fashion for themselves, not merely for wanting others' recognition by intimating.

However, Chinese general public still have a shallow understanding of fashion and a poor faithfulness toward certain brands, it said.