| dc.description.abstract | In recent years, the physical and mental life of the people are improving, fashion
items has become an interested problem. The emergence of luxury fashion products with
diverse style and designs can solve all consumers’ demand and in turn it also stimulate
consumers’ demand for fashion development. Millennials, with nature young, dynamic,
love of beauty, as well as they are willing to spend for individual needs. Following that
fashion is specific and essential for living. Besides a part of millennials in Vietnam have
good aesthetic level, they tend to the simplicity and traditional styles, there is a majority
millennials follow the thought "extrovert". The selicetive and non-selective absorbing
from the exotic cultures, some of other millennials with dissipated imitation, spent on
luxury fashion products in unreasonable way. As demand even exceeds income and
individual conditions, instead of purchasing the real luxury fashion products, millennials
are attracted by grey market rapidly.
When purchasing grey market products, special in the high street fashion brands,
is priority choice and become popular with almost millennials, the grey market develop
quickly. The demand of grey market product increase while the quantity of them is
limited. It implicates the issue of fake products what admix and falsify under the cloak of
grey market products. It brings adverse effects for the quality of products, customer
confidence, confuses the grey market stabilization. In addition, consumers’ moral beliefs
about counterfeit consumption affect their counterfeit brand preferences only when their
luxury brand attitudes serve a value-expressive function. Millennial represent for the new
influences of consumption. Behind one millennial is the thousands potential customers In
that context, research for the consumption trend, introducing and solving the needs and
satisfying of millennials for grey market fashion in terms of practical and theoretical
interest is total right and useful. | en_US |
