由于种种原因，对中国名牌商店尤其是名牌商店的分析是非常合理的。首先，对中国时装业的分析表明，这个行业在未来几年将会有巨大的增长。根据麦肯锡(McKinsey & Co .)的预测，中国奢侈品市场预计到2015年将飙升270亿美元，被认为是全球总量的五分之一。这表明，在这样的行业中，如果有更大的增长机会，了解中国消费者的购买模式，将会让设计师们以积极的方式利用这些机会(Luquetta,2013)。根据奥利弗(2015)的说法，在过去的几年里，中国消费者受到了巨大的变化，最重要的是可支配收入和中产阶级人数的增加。因此，这是一个至关重要的因素，市场营销人员必须非常重视，确保他们以积极的方式迎合中国消费者的需求和需求。社会、文化和经济的变化创造了一个与其他市场不同的消费市场，这就需要市场营销人员清楚地了解消费者的需求和期望，这样他们就能有效地瞄准他们的客户。该研究还着重于确定中国消费者的购买模式和行为，以便在整个行业内有效地设计出合适的策略。
This research on analysing the buying industry especially in respect to designer stores in China is highly justified because of a number of reasons. First of all, an analysis of the Chinese fashion industry in particular indicates that the industry is expected to see tremendous growth in the years to come. As per prediction made by McKinsey & Co, China’s luxury market is expected to soar US $27 billion by 2015 which is regarded as one fifth of the world’s total. This suggests that with greater opportunities for growth as available in such industry, an understanding of the buying patterns of Chinese consumers would allow the designers to exploit the opportunities in a positive way (Luquetta, 2013). According to Oliver (2015), there have been tremendous changes being witnessed in respect to the Chinese consumers over the last few years, and the most significant is the rising disposable income and the growing middle income class people. This has therefore been a crucial factor that must be given due importance by the marketers in ensuring that they cater to the need and requirements of their Chinese consumers in a positive way. The social, cultural and economic changes have created a consumer market that is different to any other, and this necessitates the need to marketers to have a clear understanding of the consumer needs and expectations so that they can efficiently target their customers. This research also focuses on identifying the buying pattern and behaviour of Chinese consumers so that appropriate strategies can be devised in efficiently targeting them across the industry.