January 17, 2021

Dior, Prada and Gucci Most Sought After Labels With Chinese Millennial Travelers

When it comes to shopping abroad, China’s Millennials favor Dior, Prada and Gucci, according to a new survey on WeChat by the China i2i Group in Shanghai.
Aside from their buying power and influential style, these single shoppers between the ages of 18 and 39 are also the fastest-growing segment of outbound Chinese travelers. Combined they make up as much as 50 percent of total Chinese international shoppers.
Their top three favorite brands bought overseas were followed by Coach, Hermès, Chanel, Burberry, Boss and Tiffany. Interestingly, Louis Vuitton, which had in past years been ranked number one, is now 10th. That is an indication of how many Chinese Millennials “crave different brands compared to what their parents preferred,” according to Alexander Glos, China i2i chief executive officer.
Referring to two major trends in global Chinese travel shopping, he said, “The rise of the Millennial, or as I call them in China — ‘Singletons,’ because they are choosing to enjoy life and are delaying marriage. Second, the willingness to explore with new brands, be unique and not be a follower.”
The bottom half of the list was comprised of Saint Laurent, Cartier, Omega, Leica, Rimowa and WMF, respectively, with the survey base of 11,500 Chinese

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