Ethnographic Research Project
1.0 Introduction 简介
1.1 The basic situation in Hong Kong
Hong Kong is a materialistic society and also a consumer society. Most of the people in Hong Kong were not working for living only, but also desire for amenities of life. One of the symbols of society is purchasing famous brand products. Famous brand products are always an identification of a person and also a guarantee of quality. Since it is so, the famous brand products must be in a high price and with a rare production. They will never cut down the price as well. Only few people in the world are able to own the luxuries and the owners can draw the others’ attention. The objective of this investigation is to gather information and determine consumption use with audience analysis regarding the famous brand products.
Hong Kong's economy and society developed rapidly after World War II, Eastern and Western cultures intersected in this area, making it one of Asian four small dragons. After New York and London, Hong Kong is the third largest financial center in the world. It is one of the major shipping hubs and the most competitive city in international and Asia-Pacific areas. Hong Kong is famous for its good and order, free economy and sound legal system, it is known as the "Pearl of the Orient", it is also one of the world's richest, most economically developed regions with highest living standards.
1.2 Introduction about Louis Vuitton (LV)
Louis Vuitton, can be shortened to LV, is a French fashion brand founded in 1854. The classic label of Louis Vuitton – Monogram showed on most of their products. They designed many different products like clothes, shoes, jewelries, watches, accessories, and books. Louis Vuitton is one of the leading international fashion brands in the world. According to online information, for six consecutive years (2006–2012), LV was known as the world's most valuable luxury brand. Its 2012 valuation was US$25.9 billion. The 2013 valuation of the brand was US$28.4 billion with revenue of US$9.4 billion. The company operates in 50 countries with more than 460 stores worldwide” (Louis Vuitton, 2016). (责任编辑：BUG)