| Summary: | 碩士 === 國立交通大學 === 管理學院經營管理學程 === 100 === Veblen's (1899) masterpiece, The Theory of the Leisure Class, prescribes that consumption is mainly driven by the propensity for emulation on wealth. Wealth brings superiority and encourages conspicuous consumption which drives economic development. In China as a fasting-growing economy, the incomes of rural and urban families have risen, rise in the number of millionaires. The ‘Four-Two-One’ family structure caused by the ‘one-child policy’ enables children to enjoy more prosperity. Individual consumption in various aspects has triggered the propensity for emulation on wealth. In addition, aestheticism of academic culture is developed. The extension of such mentality and behavior provides the business development opportunities in branding the apparel and accessories of children. This study shows that the brand merchants strengthen their brand image from the brand name, quality, and service, etc. The market targeting and brand positioning are focused on the mid-market to upper-market consumers. The growth of revenue from brand merchants is affected by conspicuous consumption of the emergence of wealthy people.
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