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In summary, the leather luxury consumer motivation of the less highest social class mainly comprises socializing, pursuit of symbol of status and high quality life.
2.3.1 White-collar workers
The main force of consumers in leather luxury consumption in the past tended to be wealthy. However, as people's living standards improve, a lot of white-collar workers with monthly income of $ 1,000 or so have begun to buy leather luxury goods, especially when leather luxury brands are at discount. Although many young people do not have strong purchasing power, they believe that buying leather luxury goods yearly can give themselves a little surprise, which is acceptable. Leather luxury products are characterized by high quality, high-level and other characteristics, which meet Chinese consumers’ demand for the pursuit of quality of life, while allowing them to obtain a social identity to meet and show off their sense of vanity. In summary, consumption motivation of the upper and middle classes in purchasing leather luxury goods consists mainly showing off, mass-following psychology, self-pleasure, they are potential customers and future backbone of leather luxury consumption in China.
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