Literature review begins with a detailed analysis of the luxury brands and goods. It comprises of characteristics, brand identity and awareness and aesthetic attributes of luxury goods. For conceptualising the preference towards the luxury goods various comparative literatures between the luxury and ordinary brands has also been nurtured. It focuses on new affluent and endurance of the Western and Eastern brands in China. Even the unique features of Chinese have also been highlighted to make out the consumption level, taste and priorities of Chinese consumer. The scope and motto of the study is not only to stick to the consumer behaviour and preference towards the luxury brands, it also concentrates on the distinctions and similarities of the Western and Eastern luxury brands. Apart from reviews of literatures it also deliberates to the qualitative approaches to find the real scenario. Interviews have been conducted of 15 ladies and girls of four main cities of China. Those are Beijing, Shanghai, Guangzhou and Nanjing. The ultimate conclusion is that the luxury brand satiates the intrinsic desire of Chinese women for showing strong affinity towards the foreign based brand. Affection towards luxury brands and increasing consumption level of it is possible due to three prime reason, overall economic growth of China, escalating empowerment of women and one child policy.
China has experienced a persistent surge in the consumer buying behaviour from the year 1990. The Chinese consumer has become wealthier and welcomes the western retail formats which pave the way for luxury retailers. Basically luxury is subjective and constantly evolving concept. This word can be defined as the inessential but desirable item of extreme comfort. What differ luxury brands from others is its command of a premium without mentioning clear functional advantages over the other counter parts. Instead of this consumers are ready to pay high amount because