A study of consumer perception of a Chinese luxury fashion apparel brand in Sweden

Abstract: This thesis investigates consumer perceptions of a Chinese luxury fashion brand in Sweden. The impact of nation brand image in terms of consumer buying behaviour and perception is examined by performing a case study of Shanghai Tang, comparing it to the American luxury fashion brand Ralph Lauren through the brands’ country of origin and brand history. Then a questionnaire is developed to analyse the luxury consumers’ perception of the Chinese brand Shanghai Tang and calculate the probability of customers purchasing luxury goods by Shanghai Tang. Finally, the future of Chinese luxury in Sweden will be discussed through an in-depth interview.