For affluent Asian women, product quality in relation to price is the most important parameter when considering a purchase. All they care is the quality. They view luxury as strong emotional associations with quality of life, social status and ultimately happiness.
Affluent Asian Females demand great quality from luxury brands, but they also expect exclusivity and uniqueness. In other words, they want a product which is an extension and representation of who they are and what they have achieved. For example, sales of luxury fashion accessories and watches are driven by such desire.
For Asian Women, affluence and luxury are outwardly represented by branded items. Thus, they prefer to have products that are made in Europe, which bear the mark “Made in France” or “Made in Italy” – this denotes a real level of exclusivity and luxury.