Most high-end consumers choose design first rather than brand.

A recent survey found that the first line is in China.

From a gender perspective, male consumers pay more attention to design, while female consumers are more keen on brands.

From age, 25-40 of young consumers value design more, while 41-55 of mature consumers regard brand and design as equally important.

First tier cities, women, mature consumers, their brand names may be precisely because they understand the brand, so they rely more on brands. In many cases, this trust itself contains the guarantee of many elements such as design, material and so on.

And second tier cities, men and young consumers are not surprised to see the design, because there is no doubt that such choices will be more, and they are strong enough to do more.

When it comes to high-end clothing, many people can't help thinking of clothing customization, because it seems to represent the highest end of clothing, and also represents the possibility of being completely suited to oneself.

But the survey found that custom clothes were far less popular than they imagined.

In the past 3 months, the proportion of respondents who spent more than 50 thousand yuan on clothing accounted for a very high proportion of the total number of respondents (36%).

Among them, the first tier cities are 30%, while the second tier cities are 38%.

It seems that the consumption power of the second tier cities can not be belittled.

Surprisingly, in the survey, men spent more than 50 thousand yuan on clothing in the past 3 months to a stunning 43%, far higher than women's 32%.

I am afraid that many people will be surprised by this result.

However, we may be able to explain this problem from another angle. Male consumers may buy clothes for their wives and families instead of buying them for themselves.

The survey shows an astonishing consistency in the factors affecting consumer psychology: fashion magazines.

Almost all respondents will be influenced by fashion magazines before buying clothes.