Do you see yourself doing any sports in the future?
Any other sports? I don’t know? I think I may have some chances to play golf in the future. When I’m working maybe I have to meet some business partners, colleagues or CEO managers we will probably play golf while we talk about business. But now in China most white collar workers who works in the business areas they have chances to play golf.
Do you know any golf brands? No. Nothing I can think of, no.
Are there some fashion brands you are planning to buy in the future? I don’t know.
What if you had finished your education and had a well paid job, which brands do you think you would buy?
I think maybe, because now that many international brands coming to China and especially in the big cities like Beijing and Shanghai. There are many shopping mall and department stores and normally they are located in the business areas.
For instance I had an internship at the City Bank last year and there was a big department store there. So I used to come there and see the brands. I think it’s not like the people really like the brands. It’s just because they are present. Or maybe some people like it, but I think for most Chinese people they are still in a situation of that the brands means that you are wealthy and that you have a high taste. If you buy the brands other people may know that and even envy you. I think for some Chinese people there are buying the brands just to show it to others or else they are chasing the brands like others do. For some rich people and I know that there are many now. Really rich people. I think they are to busy to care about brands. That’s what I think. But I’m not rich yet so I don’t know really what they think. Perhaps they are just buying the brands that their colleagues buy. The famous brands that are now popular in China would be Gucci, Prada, Vero Moda, Louis Vuitton.
Do you know Lacoste and Ralph Lauren? No, no I don’t.
At office can you describe the clothing style. Is it casual, business a combination? What do you think?
They are different branches international and Chinese, where they wear Business suit when they are at office, because they might meet important business people, going to seminars or other things. But in local companies they don’t have strict rules about what you should wear. There are many state owned companies in China. Like electricity, gas and oil companies there they just wear casual clothes. It not that formal. They don’t wear the suits.
When you have a job would you consider buying Japanese, European, American or Chinese brands for work?
Maybe European. Yes, or American. But the thing is Europeans are bigger than us and I think some famous big international brands may localize the products so they fit us, but others don’t and then we don’t buy it. Small European sizes do not fit with us. They have to shape and design it for us. But some international companies set up business in China and design the clothes for the Asian people. So that’s possible.
Would you prefer that the design were made in a Chinese looking way or do you prefer a western style?
For Chinese style you mean the traditional Chinese dress that is very colourful, with short sleeves, bottoms and made of silk? Yes, for instance. You know that? Yes we do. Okay, but we don’t wear that anymore. Not even for parties, weddings or? No. There is no big difference between Chinese style and western style anymore in my opinion. The only thing is that Chinese people is a little bit conservative. They might not be as open as western people. So for some clothes that is very open they may not dare to try them on and definitely not buy them. So that’s the thing.
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Do you think the Chinese fashion consumer is different than the Danish fashion consumer? Can you see a difference between the Danish people you have seen on the street, at school, etc. are different than in China?
No not really. I don’t really think our styles are that different. Of the people I see on the street I don’t see much difference in their clothing style compared to Beijing. Actually, I know that many clothing products from all over the world are made in China. So I think that the difference is very little.
Do you think there are more Chinese people wearing luxury brands compared to Danish people?
Probably yes, because a part of Chinese people are really very rich. But I don’t have many chances to see them. Maybe in big cities like Beijing and Shanghai I can see more of them. But mostly I don’t see them. Because everyday they take their own car to go to work and they spent the hold day in the building and then in the afternoon they go back to their car and drive home. So you don’t really see them. No but I can assure you there are many of them.
But what about when you go shopping yourself do you think about the service you get in the stores? Is that important to you?
Yes, it is. I don’t like the sales persons that I too hot or too cold. You know what I mean? Yes yes.
I prefer an environment where I can choose freely and also I think it is important that I can try on the clothes I like.
Because some shops in Beijing do not have that service. You are not allowed to try the clothes on and then the risk is too high, because you don’t know if it fits you. Also in luxury shops? No no. You can try on the clothes there as most luxury brands are sold in department stores and there you can always try on the clothes. But some common shops do not allow it or don’t have dressing room. In those shops it is just common clothes not really brand clothes.
When shopping do you need help with other things than trying the clothes on? Do you like if somebody shows you how to match shoes and clothing or just give you fashion advice?
Yes, I think I would like that. But I don’t think sales men in China provide that kind of service right now. They may just show you the clothes or just if I ask them of some clothes that I like, colours and style they will get me that kind of clothes. They won’t make any suggestions to how and with what I should wear it. But I think it would be ok, if they provided that service.
Where do you prefer to do you shopping for clothes?
In department stores I think. They usually have a wide selection of brands. Or I go to the shopping streets in Beijing.
The main shopping area in Beijing I like to go there. And many shops are presented there so I can go in and out of the shops and most of the brands and represented there. That is enough for me I think. And for the sales season they can really give attractive discounts. I like that.
Have you ever bought a luxury product?
No. I don’t think so.
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Have you thought about it? No. Well again my friends they like to by it. Hmm, but I think if I went to Hong Kong or Paris. Then I would buy it, because it is what they are famous for; fashion. So I guess it would be expected of me or perhaps a thing you have to buy, because they are famous for it. That’s what my friends do. Because it’s attractive for them to buy luxury products. But I think it’s a tourist thing, again if you travel to Paris. Paris is so famous for fashion and brands that it would be like a souvenir. But in my daily life I don’t think I need luxury products. But for my friends it is different.
What about your colleagues in the City Bank? Did they have luxury products?
Well not the interns they are all students, but for normal employees at City Bank they may wear some brands and they may talk about them. Actually, I think it is a topic between colleagues to talk about the brands that they are wearing.
And they also have many chances to travel. Like business travels. So they can buy the brand more cheaply than in China. But of course they also have the money to buy them. Is it both the female and male colleagues that discuss this?
I don’t think the men talks about it. I think it is only the women.
Do have any dreams for the future?
I think because I study finance I should find a job in a financial institution like a bank or insurance company. And then when you get that job. Do you think you will buy the LV- bag or Gucci bag? Probably yes, but not really because I want to, but because my colleagues do it. It’s just a trend I think. So you think that trend may change and it will not be necessary? No, I don’t think so. It will always be a trend. It is just the way to do business. Is it only business or do you think it provides confidence as well? Probably yes. So do you think having these luxury products will help the women to attract a man. (Zhi Li laughs) Actually, I think the white collar workers are to busy to notice that, I think.
But they also buy them as I said to show that they are successful. And they can afford to buy them.
Do you think ECCO provides good quality? Well to be honest I never heard about ECCO before. But now in China I can see the brand in many places. I don’t know in the other cities, but in Beijing I have seen it in shops.
Do you know the ECCO products?
Shoes and some bags. I have seen the brand many times in the shops.
Have you seen the ECCO in flag-stores (ECCO’s own shops) as well.
No. not really.
Do you know what ECCO is famous for?
Maybe for the design and style in my opinion. I think they are more common than luxurious brands. Because you can not find luxury brands in almost any store. So I think I see the ECCO brand more often than other brands.
So are you more interested in ECCO now? Do you think ECCO has an interesting personality?
Actually before I went here to Denmark I didn’t really know the brand. So I don’t know. Probably when I went shopping before I had seen the brand, but didn’t really know it. Probably I tried a pair on, but I didn’t buy them. But now I know it.
What if ECCO were producing clothes? Do you think you would buy them?
Perhaps.
You answered in the questionnaire that you perceive ECCO as a brand of high quality. Do you think the clothes would be of high quality if ECCO started to make them?
Yes, that would be reasonable.
In which price level do you think the clothes would be sold? Low, medium, premium or luxury?
Premium I think. Like the shoes. The same I think.
If ECCO were a car which car would it be?
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I think it would be a Benz (??). Because it is not the highest level one, but not the lowest one like a Toyota. A little above middle.
Would you expect ECCO to make clothes or would it surprise you?
I would not be surprised. I think that many brands now such kind of diversifying. They move their brands into other areas not clothes not shoes, but maybe such as bags, perfume and some other things.
So which type of clothes would you expect ECCO to make? What do you think suits the ECCO brand?
I think business clothes would be a good idea. Or something conservative, but also some sports clothes. Like golf clothes or other sports clothes. Would you see the clothes as being modern or conservative. More modern. What about luxurious? No. But what about the quality? The quality would be good. I think for international brands they must have high quality or else we won’t buy it. No matter what they produce.
Ok that was it. Thank you so much Zhi Li. No problem.
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