Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay

A better understanding of the Chinese consumption of luxury fashion brands may assist the fashion industry when targeting China as the soon-to-be largest consumer market. This study aims to examine Chinese consumers' willingness to pay for luxury fashion brands related to their fashion lifestyle and perceived value. Practicality fashion lifestyle, perceived social/emotional value, perceived utilitarian value, and perceived economic value were found to have a significant influence on the willingness of Chinese consumers to pay for luxury fashion brands in a multiple regression model (n = 480). This research also examines the different effects of fashion lifestyles and perceived value on willingness to pay among four groups characterized by different previous genuine and counterfeit purchasing experiences. This study deepens understanding of consumer perceptions and behaviors relating to luxury fashion brands in China.