​

 

RESULTS OVERVIEW

 

QUESTION 3:  What elements of after sales service would you expect from a global luxury brand?

In China, the services are poor, therefore from what we have observed most luxury shoe buyers demand better services including the top requests for free shoe repairs. Customization for products was also a popular choice; Chinese consumers seek uniqueness, they want to express their individuality by having some specialized features that were made especially for them only.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

QUESTION 7:  In what environment do you wear high heels?

In the everyday life of a luxury shoe consumer we have noticed that the majority wears their branded shoes for formal events, to eating parties, and for special occasions, as well as work. Dressing up and status are very important attributes of their lives, and looking expensive is an ongoing trend for Chinese women. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

QUESTION 9:  What materials do you look for in luxury shoes?

The Chinese luxury shoe consumer has a preference for leather, suede, and also a significant interest in other animal skins. Manolo Blahnik recognizes the high demands for leather and suede heels and will be taking into consideration to specialize our designs to adjust offerings to our new market’s preferences in China.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

QUESTION 12:  Which style of luxury shoes do you prefer to purchase?

The Chinese luxury shoe market for women is mainly focused on heels between 5 and 8 cm hight. Flats rank second and high heels, and boots are together third. The trend towards heels is very encouraging for Manolo Blahnik to enter because the majority of the designs are heels and there is a large number of potential buyers within the Chinese market.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

QUESTION 14:  Which colors do you prefer in luxury shoes?

Black, the colour that matches with everything and is never out of style was on top of the charts for Chinese consumers. Woman tend to go for black when it comes to expensive items because with such a high priced investment, consumers want it to last and worth the payment The second most popular was red, then blue and brown.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

QUESTION 15:  Do you buy any of the following shoe brands?

Our prospective consumers rated Prada as the most famous brand they know among all of our competitors. Second on the chart was Christian Louboutin followed shortly by Jimmy Choo and Marc Jacobs.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

QUESTION 16: In which age segment are you?

Half of the approached targets were in the age range between 20 to 29 years old, which means that many of our potential buyers are still very young. This implicates that young Chinese women pay a lot of attention to expensive accessories and they are expressing themselves more consistently with the use of luxury goods. The second group was women within the age range from 30 to 39 years that seemed appropriate for their age because they are older and more financially stable.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

QUESTION 17: What is your profession?

The occupation section of our survey clearly shows that the majority of the Chinese luxury consumers are working women or employees; the second biggest group stated their occupation as others. Housewives and civil servants had very little interest in our products.