Fashion Brand Management Research Articles

Fashion influencers’ credibility on Instagram: the stimulus–organism–response (SOR) perspective

ABSTRACT Fashion brands’ campaigns on social media typically rely on official brands’ accounts and influencers’ accounts. Drawing on S-O-R model, the current study examined how source credibility (expertise, trustworthiness, and similarity) and parasocial relationship influence marketing effectiveness of social media influencers. To test hypotheses, this study collected 232 samples and applied survey method to address the impact of marketing effectiveness on expertise, trustworthiness, and similarity of social media influencers. The findings indicated that influencers with high credibility were found to be positively related to advertising attitude and self-brand connection, which may be more effective in marketing effectiveness than those with low source credibility. Additionally, parasocial relationships were found to moderate the effect of influencers’ credibility on self-brand connection, but not on advertising attitude. Overall, this research investigated the efficacy of fashion Instagram influencers in marketing by considering the factors of source credibility and parasocial relationship. Incorporating these dimensions can lead to more accurate predictions of consumer behavior and improved strategies for fashion brand management. The findings provide practical implications for fashion brands in selecting appropriate influencers and developing effective social media marketing strategies, particularly in understanding how influencer credibility affects consumer behavior.

High-end fashion as a social phenomenon: Exploring the perceptions of designers and consumers

Grounded on the social constructionist theory, this paper intends to compare the perceptions of the realities of high-end consumers and fashion designers on high-end brands. The main aim is to understand how the perception of luxury brands is socially constructed by designers and consumers and to explore the impact of the social interaction, specifically, the designers' realities impacting consumers' realities.The research consists of two studies. Study 1 comprised sixteen interviews with worldwide high-end fashion designers, while Study 2 considered three consumer samples (A) consumer interviews (B) consumers' tweets (n = 145,986) specifically on sixteen high-end fashion brands, and (C) consumer online questionnaire (n = 330). We found that high-end fashion designers had more negative (less positive) sentiments compared to the consumers. Designers defined different characteristics that comprise luxury brands. They tend to classify their brand category lower than the consumers. Corroborating the social constructionist theory, we found that the value of high-end brands is constructed by the designers' and consumers' interactions. Consumers gave lower value to a luxury brand if they knew that the designers were unsatisfied and critical of their work, compared to when they were satisfied and confident about it. Therefore, high-end fashion brand managers should consider the different realities of designers and consumers and their interaction in the strategic planning process to ensure designers are satisfied with their work and aligned with the brand's values and image to maintain its luxurious status and appeal to consumers.

Branding fashion through gameplay: the branded gaming and the cool dynamics in the fashion markets. A game-theory approach

PurposeThe aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.Design/methodology/approachA quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.FindingsThe findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.Originality/valueThe study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.

Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity

PurposeThis study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity relationship. The study proposed a framework highlighting the influences of fashion-branded games on brand coolness and building fashion brands' overall equity. As significant factors affecting gamers, gender and gaming have been studied as moderators affecting the overall proposed framework.Design/methodology/approachA quantitative method was used to assess the significance of the relationships within the proposed model. Partial least squares structural equation modeling technique was implemented to assess the framework's relationships with a sample size of 248 active online gamers.FindingsThe findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core online game values, perceived enjoyment was most strongly associated with perceived brand coolness, with other values, such as self-expression and perceived emotional challenge, having a weaker association. The multigroup analysis results further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, with the role of perceived brand coolness affecting male respondents to a lesser degree.Originality/valueThe contribution of this study to the existing literature consists in providing a deeper understanding of the impact of branded games on fashion brands' overall equity. The results provide insights for fashion brand managers into the significant effect of fashion gaming collaborations on consumers' behavioral outcomes.

‘Fashioning’ the metaverse: A qualitative study on consumers’ value and perceptions of digital fashion in virtual worlds

ABSTRACT The field of fashion is rapidly evolving, as it has surprisingly arisen as one of the most inclined to adopt digitalization and virtual realities to transform its business model, motivated by the apparent plethora of options and advantages that these technologies have to offer. The metaverse is one of these digital emerging trends. The aim of the present study is to investigate the context-specific consumption values associated with the use of the metaverse in fashion practices. Based on a theoretical framework rooted in the “theory of consumption values”, a qualitative study was employed. Semi-structured interviews with 13 metaverse users and professionals were conducted to derive context-specific consumption values. Our findings enrich and extend the theory of consumption values literature by redefining the five consumption values according to the metaverse usage. The five values have been identified as: utilitarianism, social identity, personification, hedonism, and personal beliefs. Technology provides and fashion brand managers can capitalize on these findings to develop new digital experiences and enhance the metaverse users’ engagement.

Toward a Sustainability Brand Model: An Integrative Review

Stakeholder-based brand is increasingly recognized as a measure for corporate sustainability, although the knowledge in this area is relatively unknown. Through a systematic review approach, the present study explores the global knowledge base on sustainability and brand. The most influential authors and documents are identified, followed by a discovery of the intellectual structure of the sustainability and brand knowledge base with five schools of thought. First, the Customer Attitudes and Behavior school refers to behavioral studies (one of the common approaches in sustainability studies). Second, the Tourism Marketing school represents the popular context of sustainability studies that mainly relates to hospitality, destination marketing, and fashion brand management. Third, the Brand Strategy school refers to corporate strategy concerning brand that is widely used to measure corporate sustainability performance such as brand equity. Fourth, the Societal Marketing school provides insights into the marketing strategy that leads a firm to achieve competitive advantages under concerns about finite resources and rising environmental and social costs. Finally, the Advanced Quantitative Analysis school reveals an approach that is mainly used when conducting sustainable marketing studies. A model on sustainability brand is then derived, adopting the grounded theory approach. Future research opportunities are also identified and discussed to continuously advance the scholarship in this specific area.

An Empirical Study to Measure Consumer Attitude Towards Luxury Fashion Apparels in Gujarat

The objectives are to investigate consumers' attitudes toward luxury fashion apparels brands, with a focus on Indian customers, and to choose the themes (cognitive, affective, and behavioural) from the current ones on the "attitude scale to luxury things." An empirical study was conducted among urban respondents from various social strata in Gujarat to investigate consumers' attitudes about luxury fashion apparels from an Indian context. The findings of this study offer helpful advice to luxury fashion brand managers and marketing researchers on how to develop and implement effective marketing strategies to maximize the potential of their luxury brands. Descriptive research design method used for this study. Samples were chosen for the study through non-probability convenience sampling method. Sample size is 390 individuals. Data were collected from primary and secondary sources. In study, the research, the researcher has collected primary data using survey method with reference to structured questionnaire. Data is analyzed by performing descriptive analysis, Chi-square, ANOVA, and Multiple Regression using SPSS.

ОСОБЛИВОСТІ УПРАВЛІННЯ ФЕШН-БРЕНДАМИ В УМОВАХ НЕСТАБІЛЬНОГО СЕРЕДОВИЩА

The article seeks to explore the contemporary issues of fashion brand management specifics in a volatile global business environment. Based on the survey on the fashion industry market dynamics, the study has identified the key reasons for its drastic slump associated in the first place with shutting down of offline stores, supply chain disruptions as well as with a drop in the purchasing power of population. The COVID-19 pandemic brought the world to a massive global "reset", changes in mind-sets, norms, rules and everyday life which has spurred the need to adapt to new business settings by all market participants including the fashion industry sector. The modern fashion industry in Ukraine has undergone radical transformation and has become an influential actor of the world fashion market. Following a comprehensive approach to review the phases of brand creation and brand building process, this study suggests a designer brand development and promotion strategy to be implemented in the current realia of Ukrainian fashion industry. In this context, it is argued that brand management in the area of fashion industry should focus on imposing systemic effects on market environment, maintaining stability in holding positions in promising market segments and implementing robust crisis strategies in brand building. It is emphasized that the purpose of creating a crisis strategy in the fashion market is to search for the key priority pathways to enhance business development subject to the market environment and resources available. Based on the Porter's competitive forces model, the study offers an in-depth-analysis of the fashion market by identifying factors that affect this segment development and determine market competition. It is concluded that a good crisis management paradigm should involve a well-designed strategy for business information collection and monitoring of external and internal environment. It is also argued that to be effective, a crisis management action plan should involve a consistent integrated systemic approach.

Consumer brand curation on social shopping sites

Consumers engage in online curation using branded items (e.g., product images) on social shopping websites (i.e., sites that combine commerce and social media) in ways that can have important implications for fashion brands. Beyond being passive recipients of a brand’s marketing message, consumers now actively participate in co-creating the brand by combining brands and presenting them to others, generating novel co-branding connections and revising brand categorization. We use behavioral data collected from two communities on a popular social shopping site (Polyvore.com) and employ a clustering technique to demonstrate that curating consumers are assembling different brands together, thus creating implicit brand associations. We additionally conduct an analysis of curated fashion displays to understand which features make a display more popular. Looking at consumer curation behavior on social shopping sites, fashion brand managers can better understand the ways in which their brands’ images are being co-created by consumers.

I trust what she's #endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing

PurposeSocial media campaigns by fashion brands typically rely on two types of accounts: official brands' accounts and social media influencers' accounts. The current study investigates relevant mechanisms that explain the effectiveness of Instagram posts contingent upon their account types (commercial brand's Instagram account versus influencer's Instagram account) and content types (the absence versus presence of human figures in the posted contents).Design/methodology/approachConducting an online experiment (N Females = 195), it was tested if parasocial interaction (PSI) and feelings of social presence moderate the effects of Instagram accounts' promotional posts on consumers' perceived trustworthiness of the endorsed fashion brand. The experiment employed a 2 (Type of Instagram posts: product-only posts versus product posts with a person content) × 2 (Type of Instagram account: a fashion-brand account versus a a fashion-influencer account) between-subjects factorial design.FindingsResults demonstrate three-way interaction effects among the type of the Instagram account, the type of Instagram posts and PSI/social presence on the perceived trustworthiness of a brand. When the content is coming from a fashion-influencer account, there is no difference between product posts with a person and product-only posts conditions with regard to the positive relationship between PSI/social presence and trustworthiness. In contrast, when the source is a fashion-brand account on Instagram, the positive relationship between PSI/social presence and trustworthiness is stronger for product posts with a person. These findings suggest that Instagram posts that are promoted by fashion influencers would have similar effects of PSI and social presence, even if they do not appear themselves in the branded content.Originality/valueThis research contributes to our understanding of the effective antecedents of trustworthiness in social media-based fashion marketing and fashion brand management. Instagram account types and content types influence the extent to which social media communication allows for the formation of emotional ties with and positive evaluation of the fashion brand.

Emerging adults’ luxury fashion brand value perceptions: A cross-cultural comparison between Germany and China

ABSTRACT This paper explores the differences in luxury fashion brand value perceptions between German and Chinese Generation Y’s emerging adults. This study chose Chinese and German young adults aged between 18 and 25 as the primary data source. An online self-administered questionnaire was selected as data collection method. One hundred and ninety-nine observations were retained. Sample size was deemed sufficient to test our hypotheses based on the most conservative minimum-sample-size methods. The outcomes indicate that the multi-dimensional nature of luxury fashion ascertained in literature appeals to Generation Y’s emerging adults across both countries. However, multiple unexpected cross-national differences regarding the importance attributed to specific value dimensions of luxury fashion are found. Chinese emerging adults have higher socio-symbolic, hedonic, and functional as well as higher price value perceptions of luxury fashion compared to their German peers. This study helps luxury fashion brand managers to attune their customer value propositions to the expectations of Generation Y’s younger cohort members from Germany and China under consideration of cultural particularities. Results suggest that marketing strategies conceived in disregard of cultural dynamics might prevent luxury fashion brands from fully leveraging market potentials across different geographies.

Celebrity fashion brand endorsement in Facebook viral marketing and social commerce

PurposeIn light of Facebook-based viral marketing and social commerce, the purpose of this paper is to test the moderating role of social identification with the Facebook profile owner (celebrity as aspirational reference group vs ingroup member (college student, same school) vs outgroup member (college student, different school)) in Facebook-based fashion brand marketing and management.Design/methodology/approachA randomized between-subjects experiment (celebrity’s Facebook profile vs ingroup member’s Facebook profile vs outgroup member’s Facebook profile vs control condition,n=73) was conducted. The sample was composed of college students recruited from a subject pool in a US university.FindingsResults of multiple regression analyses indicate that social identification with the Facebook profile owner and ingroup vs outgroup perception moderate the influence of consumers’ materialism, fashion involvement and opinion leadership on interpersonal attraction to the celebrity, wishful identification with the celebrity, emotional quotient, involvement with the ads, advertising believability and willingness to buy the advertised fashion products. Furthermore, the results of structural equation modeling analyses show that source credibility perception (both the celebrity who endorses her own brand and the Facebook profile owner) mediates the relationship between experimental conditions (celebrity as aspirational outgroup vs same school student as an ingroup member vs different school student as an outgroup member) and the outcome variables (interpersonal attraction to the celebrity, involvement with ads, and advertising believability) in viral marketing leveraging a social media platform.Originality/valueThis study makes several theoretical contributions to consumer psychology and provides managerial implications for Facebook-based fashion marketing and fashion brand management.

Analysis of consumers’ attitudinal and emotional factors on luxury apparel brand purchase intentions

ABSTRACTThis study advances both descriptive and managerial research addressing foreign consumers’ attitudinal, attributional and emotional valuations of brand equity for a U.S.-based global luxury brand. Taiwan was selected as the focal population of interest because this foreign market is distinguished by high market penetration and consumer awareness of global apparel brands. Consistent with a call for additional research on this topic, the present study employed both qualitative and quantitative research methods to empirically assess the relationship of foreign consumers’ brand awareness, attitudinal and emotional factors with the ensuing purchase intentions. Notably, customers’ level of price sensitivity is also included in the model, and the empirical findings reveal that price sensitivity negatively influences purchase intentions. The results also suggest that consumers’ susceptibility for perceived quality has a positive influence on purchase intentions for the U.S. apparel brand through emotional value. The takeaway for marketers in the luxury apparel industry is to increase the brand value in the customers’ mind to offset the likely negative effect of consumer price sensitivity. In addition, fashion brand managers could consider penetrating the brand-sensitive buyer’s market with a popular name brand and try to exploit the brand-insensitive buyer market with a generic apparel brand.

Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model

ABSTRACTSocial media have opened up a whole new era for fashion companies and brands, encouraging them to identify innovative relationship with consumer. In order to face these new challenges, understanding the combinatory mechanism of brand credibility and brand image in the formation of brand purchase intention is strategic for fashion brands practitioners. The main purpose of this study is to examine the moderating effect of social media on the relationship between brand credibility, brand image and purchase intention of fashion brands. A conditional process analysis methodology is employed to describe the mediation and moderation effects of the variables analyzed. The findings show that brand credibility has a positive influence on brand image and purchase intention. In addition, social media activity is positively influential on the direct relationship between brand image and purchase intention. However, the results show that, over social media activity, the direct influence of brand credibility on purchase intention decreases. From a managerial point of view, the study helps fashion brand managers in executing marketing decisions through the evaluation of brand credibility and the understanding of the impact of social media activity to increase the brand image and consumer purchase.

The Nuances of Brand Personality: A Corpus-assisted Linguistic Analysis of Web-based Communications of Fashion Brands

The ability to establish a particular brand personality (i.e. a set of human personality traits that consumers associate with a brand) is a key component of fashion brand management and communication. A given fashion brand may use language that communicates different personality traits (e.g. glamourous, exciting, youthful, exotic) as a way to define its own personality and distinguish itself from other fashion brands. Based on a corpus consisting of company-produced texts collected from the websites and Facebook pages of over 100 fashion brands, this study aimed to determine which traits of brand personality emerge, which are the most frequent, and which nuances of meaning can be identified within them. This was accomplished by means of text analysis software that identifies statistically significant semantic domains to which conceptually-related lexical items are assigned. The analysis revealed 14 key semantic domains that were linked to various brand personality traits. Among the most prominent were Judgement of appearance: Positive, Time: New and young, Relationship: Intimacy and sex, and Unexpected, highlighting not only the traditional importance attributed to attractiveness, but also to sensuality and non-conventionality as desirable traits of fashion brand personality. Other distinctive traits that emerged as significant involved exclusivity (encoding the value of elitism) and iconicity (emphasizing high stature and uniqueness). The study offers insights into how fashion brands utilize web-based communications to convey brand personality. It also offers a useful methodology that fashion companies can adapt to ensure that they are effectively communicating the intended brand personality.

Identifying and Analyzing Interactive Media Contact Points in Context of Fashion Brands

The transformation that fashion market has achieved in this period is phenomenal. Traditional marketing exists but is gradually losing the market share. Marketers and fashion brand managers are thus reconsidering the communication strategies from Digital Media perspective. The aim of this research is to develop and validate a measurement scale for understanding consumer’s perception of interactive media contact points in context of fashion brands. This research involves survey responses from 378 fashion consumers. A three dimensional 40-item scale was developed based on literature review and expert opinions. The study presents the complete process of scale development and validation suggested by DeVellis, 1991 as well as implications of the main findings.

Construing purchase of fashion through Brand's Image, Attitude and Experience-Mediating effect of Brand Loyalty

Fashionista in today’s modern environment consider brand loyalty as paramount aspect of their marketing strategy. With abundance of options and choices available to audience, customer’s repurchase intention towards the same brand weakens. Thus making a customer stick to a particular fashion brand is a challenging quest. It is of crucial importance for fashion brands to stand out in the competition. Brand Loyalty helps in gaining that sustainable advantage. In this study, we aim to understand and analyze the precedents of brand loyalty namely Experience, Attitude and Image in influencing the purchase of Fashion Brands. We also study the mediating effect of brand loyalty when it comes to purchase decision of fashion brands. The research paper aims to identify if there is any significant difference in brand loyalty and purchase decision in context of two broad categories of fashion i.e. Luxury and Mass Produced. In this study, quantitative approach was adopted through a self-designed questionnaire. Survey was filled by 468 consumers who are owners/shoppers of selected fashion brands. Using these data, the hypotheses and conceptual model is tested. Empirical findings based on structural equation modeling show that fashion brands with a higher brand loyalty positively effects the purchase decision. Moreover, research suggests that fashion brand experience highly influences brand loyalty as compared to brand attitude and image in case of luxury fashion brands. On the contrary brand image plays a crucial role in case of mass produced brands. The results of the study also confirm there is significant difference when it comes to luxury fashion brands purchase against mass produced fashion brand’s purchase decision. Further in the study important implications for fashion brand managers and future perspectives of the research are also discussed.

REDEFINITION OF LUXURY FASHION BRANDING THROUGH SUSTAINABILITY RENAISSANCE: RE(F)USE CASE

The luxury fashion industry is a global multi-billion dollar industry including a wide array of brands with massive halo effect, brand heritage and high consumer relevance such as Fendi, Prada, Louis Vuitton, Gucci and Hermes which are also among the most valuable and influential brands in the world. The established traditional methods of luxury marketing mostly focused on product innovation and exclusive brand advertising practices. With a perspective to built up a synergy between its historical heritage and the requirements of (post)modern business, the global luxury branding industry is at present facing an important challenge in consumer behavior and also going through several managerial shifts such as use of business concepts like brand equity, to e-business; and the evolution of the concepts of sustainability, recycling, provenance and fair trade applications on luxury brands. Expansion of the luxury consumer market toward a broader mass market; competition from accessible fashion brands; the redefinition of the luxury concept of the consumer society; the emergent luxury markets like China, Russia and India; and the increase and fluctuations in the world’s affluent markets and finally changing attitudes and consumption patterns in luxury pose a challenge for luxury fashion brand management. This study exemplifies this shift through an accessible luxury brand discovered on a business trip made to Rome in April 2016 by the author to study established Italian luxury brands. The new Renaissance in luxury branding idea dawned on the author through a brand named RE(f)USE founded by one of the daughters of Anna Fendi, Ilaria Venturini Fendi, the Italian luxury brand artisan. RE(f)USE is a luxury brand concept in accessories based upon the three R’s: Reduce, reuse and recycle. The three R’s have been making their way into the fashion world with new force in recent years. The story of this new off-Roman iconoclastic Italian brand as a strong and valid example that uses recycled and upcycled materials to keep waste to a minimum while creating beautifully unique luxury products the consumers find extremely inspiring and relevant will be depicted in the study. The evolution and redefinition of luxury idea from high-fashion looks to eco-conscious downshifting with upcycled stuff, made from recycled materials will be pinpointed. As a result in response to affluenza, we also see a new luxury consumer, the post-luxury consumer, willing to participate in the voluntary simplicity movement as socially conscious affluent people expressing a variety of concerns about environment, overconsumption, abuse of developing nations and extensive advertising and this deserves further analysis.

Luxury brand purchases and the extended self

Purpose– It is generally agreed that marketing campaigns developed for western markets may not be appropriate for consumers living in eastern cultures, particularly with respect to strategies for promoting luxury brands. While consultancy reports and media commentaries show that rising levels of disposable income are driving increasing demand for luxury goods in China and Taiwan, for example, the academic literature offers very few consumer research findings clearly elucidating the different luxury purchasing behaviour of eastern and western consumers. The purpose of this paper is to compare the consumption of luxury products and luxury fashion purchasing habits in Taiwan and the UK, with particular reference to the fashion sector, focusing on a strategically important emerging market segment: young consumers of luxury brands.Design/methodology/approach– To achieve the study’s objectives, questionnaires were administered online in each of the two countries to females aged 18-26 years, who had made more than two luxury purchases in the year preceding the survey. Employing a two-wave survey, respondents were selected via social media and personal contacts in the UK and by means of snowball sampling in Taiwan.Findings– The study found one major point of difference among many similarities: the Taiwanese buyers scored significantly higher on indicators that they were treating luxury brands as a means of developing their self-identity and communicating their social standing: an important part of maintaining “face” in Asian cultures. These findings contain important strategic implications for luxury fashion brand managers developing marketing campaigns for the promotion of their brands in the distinctive cultures of Taiwan, Mainland China and their neighbours.Originality/value– The study reported in this paper compares the consumption of luxury products in Taiwan and the UK, with particular reference to the fashion sector. The study contributes to existing knowledge by evaluating differences and similarities in: first, the luxury fashion purchasing behaviour of young women in Taiwan and the UK; and second, the ways in which the two sets of consumers use luxury fashion products as an extension of their selves.

Luxury fashion consumption and Generation Y consumers

Purpose – The purpose of this paper is to investigate Generation Y consumers’ luxury fashion consumption. Generation Y is becoming a very important segment for the luxury market in the USA. Specifically, this study is designed to investigate Generation Y consumers’ consumption of luxury fashion products from the following perspectives: the influence of self-related personality traits on their brand consciousness; and the influence of brand consciousness on consumption behaviours in terms of consumption motivations, purchase intention, and brand loyalty. Design/methodology/approach – A conceptual model was developed to represent the proposed relationships among the related variables. An online survey was conducted and 305 valid surveys were collected. The proposed hypotheses were tested using structural equation modelling (SEM) analyses. Findings – From the perspective of self-concept, this research shed some light on the luxury fashion consumption behaviour of Generation Y consumers. Public self-consciousness and self-esteem were both found having significant influence on Generation Y consumers’ brand consciousness and in turn their luxury consumption motivations and brand loyalty. Research limitations/implications – Limitations for this study mainly come from the representativeness of the sample, which was recruited from a panel of a third party research group. Implications for luxury fashion brand managers and retailers focus on strategies that influence the social and self-motivation for luxury consumption and level of brand consciousness. Originality/value – This research is unique because it focuses on luxury fashion consumption of Generation Y consumers, an emerging segment in the luxury market. Generation Y consumers’ behaviour towards luxury fashion was examined in terms of their self-related personality traits, brand consciousness, motivation, and brand loyalty.