fashion brands have had a strong performance in the Chinese market, other brands have not. Nevertheless, prior studies do not … satisfactorily address the reasons that some Korean fashion brands are successful and popular in China. The present study aims to … investigate Korean fashion brands' current positions in the Chinese market and to propose useful strategies that enable Korean …

luxury fashion goods. A survey was used to analyse the importance of luxury values such as quality, uniqueness, self …-expression, prestige, and brand image when purchasing luxury fashion handbags. Analytical hierarchy process (AHP) was performed to measure … most dominant value for Chinese millennial participants when purchasing luxury fashion handbags, whereas the prestige value …