eager to "know who they are" they prefer brands that contribute to their senses of identity and self-expression. these highly group-oriented consumers are apt to select prestigious merchandise based on social class standards, and prefer products that enhance their status. accordingly, they attach more importance to the reputation of the merchandise than to their personal social classes.
noticeably, the country's consumer markets have expanded to china and korea. in shanghai or seoul, you can see the influence of japan,s fashion trends and products, there's even a chinese word for this phenomenon:ha-ri, which means the adoration of japanese style