64% of urban Chinese say craftsmanship most defines luxury
It has always impacted me that grandmothers love my brand. They tell their daughters and granddaughters to buy Wabi Sabi because the quality of the workmanship and materials is something really hard to find nowadays, and that the items are truly worth their price tag.
Sadly, most of the time this is what happens:
The younger generations are more concerned with trends, price, and of course which celebrity could have been photographed in the tabloid with a similar look. I still cringe everytime a grandmothers says “this will last you for years”. She gets it and wants to help us all out, but most of the time that comment is actually a deal breaker. The younger generation is still all about fast fashion and the grandmom’s opinion to them is just outdated.
Are these grandmom´s sustainable fashion guru´s?
Certainly not. They just know good quality when they see it. That is because they lived the era when quality was a basic requisite for making things. If the quality wasn´t good nobody would buy. Sadly, our generation and those who follow do not know how to recognize quality. What´s even worse, they do not even value it very much at all.
Many of today´s wealthy Chinese have made their fortunes manufacturing things for the West. The Chinese understand quality. That is precisely why craftsmanship is first on the list, coming before the words “expensive” or “status,” when determining luxury status.
There has been a lot of talk about the Chinese aspirational client who values well known luxury brands for the status they convey. However, a recent study by Mintel makes a very interesting point.
“In the first instance, when we asked which words best defined luxury, in the abstract, people chose words that related to status and showing wealth, but when we asked what luxury meant to them personally, is was much more about quality, personal fulfillment and craftsmanship than status,” said Matthew Crabbe, director of research Asia Pacific at Mintel, Kuala Lumpur, Malaysia.
So what do western grandmoms and the discerning Chinese consumer have in common?
They care about brand history, quality, origin and value. This actually makes a lot of sense, right?
Source: Luxury Daily y ATKearny