Luxury Fashion Brands Research Articles

The faster the better? Comparing sustainability performance information in fast and luxury fashion

PurposeFashion brands, including fast and luxury segments, receive harsh criticism for engaging in unethical practices such as poor working conditions and environmental damage. As a result, fashion supply chains are pressured by stakeholders to publicly disclose internal supply chain performance information and to show a high level of supply chain transparency. This paper compares supply chain transparency in fast and luxury fashion in Europe.Design/methodology/approachBy applying the maturity curve of fashion supply chain transparency, developed by Muratore and Marques (2022), the websites of 20 fast and 20 luxury fashion brands were analysed and classified as Opaque, Translucent or Transparent.FindingsDespite its reputation, fast fashion demonstrated higher levels of transparency than luxury fashion. Luxury fashion only performed better in terms of the accessibility of sustainability information. Luxury brands avoided disclosing key transparency information, suggesting that they may be operating in contradiction to that which is inferred on their websites.Originality/valueThe findings of the study shed light on the sustainability credentials of the fashion industry, which has the potential to influence the purchase intentions of consumers, particularly millennials and Generation Z. Implications for practice are developed to highlight how fashion can improve its supply chain transparency.

Measuring the Impact of Parent Brand Equity on Brand Extension: A Luxury Fashion Industry Perspective

In a diversified consumer society with extreme product homogeneity and fierce competition, many luxury fashion brands try to broaden their product offerings. Although brand extension is now highly common, it is not always met with success. Indeed, incorrect evaluations of brand equity can lead to consumer dissatisfaction with extended products, thus losing the opportunity to extend in the target market. On the other hand, previous studies have repeatedly verified the influence of the extended brand on the parent brand’s equity. Accordingly, few studies have concentrated on the influence of the parent brand’s equity on the extended brand, especially in the field of luxury fashion brands. Therefore, this study employs the brand equity model, including brand loyalty, awareness, perceived quality, and association, and measures the influence of parent brand’s equity on the extended brand from a consumer perspective. In this study, data from 151 consumers who have purchased luxury fashion products in Kuala Lumpur were collected through quantitative methods and the results were obtained by a simple linear regression analysis of SPSS. The results showed statistical significance with p<0.05 which revealed that the parent brand's equity had a significant positive impact on its extended brand while most studies focused on the impact of the extended brand on the parent brand. Simply put, this research not only makes a theoretical contribution to the parent–extended brand relationship but also fills knowledge gaps in related fields. Moreover, based on the empirical results, this study proposes a series of suggestions for correctly measuring brand equity to facilitate smoother brand extension, providing practical guidance for the luxury fashion industry.

The Stepwise Artification Process in Luxury Fashion: Strategic Integration With the Arts and Collaboration With Non‐Profit Institutions

ABSTRACTThis article investigates the diverse artification strategies used by luxury fashion brands to strengthen their connection with the art world and emphasises how these strategies infuse objects, practices, and brands with artistic value. Using a theoretical framework, the research classifies the Altagamma and Comité Colbert brands into distinct clusters representing various stages of the artification process, from early exploration to full integration of artistic practices. The study analyses the ways in which these stages reflect the brands’ historical evolution and strategic investments in artification, particularly in response to market threats. Between 2019 and 2024, 81.25% of the 39 brands examined in this study engaged in at least one artistic activity, such as artist collaborations, art installations or incorporating artistic elements into collections. This study offers new insights by expanding the understanding of artification and classifying underexplored connections between luxury brands, artists and non‐profit cultural institutions. It reveals how brands, despite differing approaches, recognise artification as a key strategy in enhancing identity and positioning in the luxury market.

Luxury fashion brands in metaverse retailing – a review of literature and practice

Purpose The purposes of this study are to identify the ways that luxury fashion brands can leverage in metaverse retailing, and give insights to practitioners in the fashion industry who are planning to launch metaverse retailing. Design/methodology/approach To offer a balanced view of available evidence, this study adopted a literature review approach and attempted to collect all existing academic journal articles on the issues related to metaverse retailing and luxury fashion brands. A comprehensive literature search was conducted in electronic databases Google Scholar, Web of Science, Scopus, Pro Quest and Science Direct from January 2023 to April 2024. Based on the results of the research in literature, real-life examples of luxury fashion brands were used to explain the ways that luxury fashion brands in the metaverse retailing can be put into practice. Findings The findings have revealed that there are many ways that luxury fashion brands can leverage in the metaverse retailing. The fusion of metaverse-related technologies provides brands with a wide platform of choices that can create immersive, personalized marketing experiences for customers. Four roles of metaverse are identified: (1) enhance of immersive experience; (2) provide big data interface to smart decision-making; (3) form high-fidelity simulated space; and (4) maintenance economic system and making of identification. To further enhance the four roles of metaverse, four types of technologies and 15 components for metaverse can be adopted by luxury fashion brands. Research limitations/implications While this paper provides a literature review and real-life examples of luxury fashion brands in the metaverse retailing to explain the findings, further research is needed to evaluate the effectiveness of current efforts in the development of luxury fashion brands in the metaverse retailing through collecting both quantitative and qualitative data. Also, future studies may attempt to explore the challenges of investigating consumers in response to luxury fashion brands in the metaverse retailing. Practical implications The metaverse is turning imagination into reality through the integration of multiple technologies and is gaining momentum in tech. With technology leading the way, business leaders and brands must not only rethink retail but also bring immersive shopping experiences into the future. Metaverse has immense potential to transform the retail industry, thus the leading global and local firms must embrace innovation and new technologies, and prioritize “metaverse transformation” for their business. Based on the results of this study, some emerging practices pertaining to metaverse retailing are provided. Originality/value To the best of the authors’ knowledge, it would seem that this is the first work that conducts a literature review of the relevant academic journal articles addressed to the practitioners or managerial audiences in the area of luxury fashion industry who are concerned about the development of metaverse retailing. This paper identifies the ways that luxury fashion brands can leverage in the metaverse retailing and gives insights to practitioners in the luxury fashion industry who are planning to launch metaverse retailing.

Role of Cultural Heritage in Luxury Fashion Branding in South Africa

Purpose: The aim of the study was to analyze the role of cultural heritage in luxury fashion branding in South Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The role of cultural heritage in luxury fashion branding in South Africa has become increasingly significant as brands seek to integrate local identity with global luxury standards. Cultural elements, such as traditional patterns, textiles, and craftsmanship, are being incorporated into luxury fashion, reflecting South Africa’s rich heritage and fostering a sense of authenticity and exclusivity. This approach not only strengthens brand identity but also appeals to both local and international consumers who value unique, culturally embedded products. However, challenges include ensuring respectful representation and avoiding cultural appropriation. Unique Contribution to Theory, Practice and Policy: Cultural capital theory, brand heritage theory, symbolic consumption theory may be used to anchor future studies on the role of cultural heritage in luxury fashion branding in South Africa. Fashion brands in South Africa can enhance their market positioning by leveraging unique cultural elements that resonate both locally and globally. Policymakers should create frameworks that ensure cultural elements are not exploited by global fashion brands without proper attribution and compensation to local communities.

Tailoring customer segmentation strategies for luxury brands in the NFT market – The case of SUPERGUCCI

This study navigates the intersection of luxury fashion brands and Non-Fungible Tokens (NFTs) in the digital realm. By examining customer segments within the luxury NFT market, this study unfolds insights into changing market trends, consumer behaviors, and brand strategies. Employing data mining approaches, XPath analysis and the k-means clustering algorithm, this study examines user characteristics and behavior on the OpenSea platform, the largest NFT marketplace, with a specific focus on the SUPERGUCCI NFT collection by Gucci. This study identifies three distinct clusters, namely, speculators, casual collectors, and cryptocurrency natives, as well as their characteristics and behavior. The findings illustrate the significant impact of NFTs on customer segmentation and engagement, offering strategic insights for luxury brands navigating technological advancements. As the luxury sector evolves, this study enhances understanding of NFTs' role in consumer engagement and retail strategy within the digital age.

Does user-generated content influence value co-creation in the context of luxury fashion brand communities? Matching inclusivity and exclusivity

AbstractGiven the rise of digital technologies, brands must retain complete control and accountability for user content creation and diffusion. This paper investigates the influence of user-generated content on multiple luxury consumers’ value perceptions that arise within brand communities. A type of non-participatory netnography is performed on three fashion brand communities to analyze the content published by community members non-intrusively. Findings show that brand-related content allows users to share their perceived experiential benefits with their networks, ultimately reinforcing the brand’s experiential and symbolic dimensions. Moreover, user content influences one’s perception of value and attitude. However, if the sense of social homophily and membership is evident, diminishing a brand’s perceived value through brand dilution is unlikely. While previous studies revising the outcomes of online exposure for luxury firms have primarily focused on firm-controlled messages, this investigation acknowledges the importance of brand communities in creating and spreading brand-related content and their effect on luxury appeals. This study appears timely as the digital era empowers consumers to be proactive in Value Co-Creation dynamics and freely define the meaning of inclusivity in exclusive luxury.

THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND EXPERIENCE AND CONSUMERS’ PURCHASE INTENTION OF LUXURY FASHION BRANDS

The study investigated the marketing activities on social media on brand experience and consumers’ purchase intention of luxury brands. The relationships of these constructs are explored by examining the top 10 luxury fashion brands in selected cities in Punjab (India). The primary data were collected from customers who purchased these brands and followed brands on different social media channels. A well-structured questionnaire method was used for data collection with five constructs of social media marketing activities, four dimensions of brand experience, and three dimensions of consumers’ purchase intention. The results indicated in this study that there is a significant relationship between social media marketing activities and consumers’ purchase intention of luxury fashion brands with the use of mediators’ brand experience. The results also showed that these brands can build positive relationships with their customers through social media channels. The study's findings also demonstrate how leveraging social media platforms may help companies and consumers have a better relationship. Through the use of the structural equation model, this study has filled in the gaps found in the previous research on social media marketing activities of the luxury brand.

Real or faux leather? Luxury or ready-to-wear mass production? Characterization of three TPU shoe coatings (ca. 1970) from the Kunstmuseum Den Haag fashion collection

During the 1970s, the shoe industry’s transition from real to faux leather raises questions about transparency regarding the materials used and the real cost of the production. Were luxury brands conscious of the quality of the products that they offered consumers, compared to other ready-to-wear market brands? Or, on the other hand, were they simply following trends in the fashion industry made possible by the introduction of leather substitutes? By studying three different shoes from the Kunstmuseum Den Haag’s fashion collection, a comparison can be drawn between the products used by well-known luxury fashion brands such as Charles Jourdan or Gucci, and those used by lesser-known brands for mass production such as Valentina. The results obtained by analytical techniques (OM, SEM-EDX, ATR-FTIR) reveal similarities between the both luxury brands and the mass-production brand as well as similar degradation elements.

Traditional vs. AI-generated brand personalities: Impact on brand preference and purchase intention

This study evaluates how generative AI images align with consumer perceptions and impact consumer-brand relationships and purchase behavior. Using generative AI (ChatGPT 4 and DALL-E 3), images of luxury fashion brands were generated and assessed against established brand personalities. Findings show that AI-generated images effectively reflect brand personalities, significantly influencing consumer preferences and purchase intentions through self-brand connections. While traditional models have higher explanatory power, this research highlights the vital role of generative AI in marketing. The insights underscore AI's potential to shape consumer-brand dynamics, particularly among younger generations in the luxury market.

The nature and determinants of user-generated content for dissatisfied customers: evidence from second-hand luxury fashion brands

PurposeThis study examined the links between user-generated content (UGC), dissatisfied customers and second-hand luxury fashion brands. A central premise of luxury fashion brands is the perceived status and privilege of those who own such items. Despite their marketing logic emphasising exclusivity and rarity, they have broadened their reach by integrating new digital marketing practices that increase access to luxury brand-related information and create opportunities for consumers to purchase products through second-hand sellers.Design/methodology/approachBuilding on an inductive qualitative study of 59 millennials from three European countries (France, Italy and the UK) and by examining the mediating role of UGC and dissatisfied customers, this paper develops a conceptual framework of three clusters of second-hand luxury fashion goods customers: spiritual consumers, entrepreneurial recoverer consumers and carpe diem consumers.FindingsThe proposed SEC framework (spiritual consumers, entrepreneurial recoverer consumers, and carpe diem consumers) illustrates how the emerging themes interconnect with the identified consumers, revealing significant consumer actions and attitudes found in the second-hand luxury goods sector that influence the usage of UGC and its integration into service failure and recovery effortsOriginality/valueThis study suggested that the perceptions of consumers seeking second-hand luxury fashion products differ from those who purchase new or never previously owned luxury fashion products. Overall, this research sets the stage for scholars to forge a path forward to enhance the understanding of this phenomenon and its implications for luxury fashion companies.

Licensing luxury fashion in transatlantic and colonial economies: beyond Paris and New York

During the postwar era, luxury fashion firms entered a new phase of their international growth with the licensing of their brands. The French haute couture firm Dior was pioneer in licenses, and established branches in a series of countries around the world. Inspired by the transatlantic successes of firms such as Jean Dessès, Christian Dior, and Norman Hartnell, French luxury firms registered their brands internationally and replicated the registration of trademarks in numerous countries. This paper further examines the reach of luxury fashion and beauty brands in the colonies of France and of Belgium. This shows that the fashion firms expanded their transatlantic expertise, and that this created newer transatlantic circuits in return.

Building brand attachment in China’s luxury fashion industry: The role of NFT characteristics

ABSTRACT This study examined the effect of NFT (Non-Fungible Token) characteristics on brand attachment within the context of luxury fashion brands in China. Quantitative methodology was employed, involving the distribution of survey questionnaires to luxury fashion consumers aged 21 to 41 in four Tier 1 cities in China. The results indicate that all five NFT characteristics (NFT scarcity, NFT exclusivity, NFT design aesthetics, and NFT novelty) have a positive influence on Chinese consumers’ perceived hedonic value, which in turn, contributes to their emotional attachment with luxury fashion brands. Additionally, perceived NFT-brand fit plays a moderating role in the relationship between consumers’ perceived hedonic value and brand attachment. This study reveals the psychological responses of consumers towards NFTs and their corresponding behavioral reactions to the NFT marketing strategies of luxury fashion brands. The findings introduces a fresh perspective to the literature on NFT marketing and the consumption behaviors of Chinese consumers.

EXPLORING THE VIABILITY AND IMPACT OF VEGANISM IN LUXURY FASHION

As environmental concerns rise, luxury fashion brands are increasingly adopting vegan materials to create eco-friendly collections without compromising on quality or style. This study aims to explore the viability and impact of veganism in luxury fashion, focusing on its influence on consumer behavior, industry standards, and sustainability. A comprehensive review of secondary sources, including academic literature, industry reports, and sustainability assessments, was conducted to analyze the rise of vegan materials in luxury fashion. The study found that environmental awareness, ethical consumerism, and technological advancements are key drivers behind the increasing viability of vegan materials like Piñatex and Mylo in luxury fashion, despite challenges related to durability and environmental trade-offs. The adoption of vegan materials offers luxury brands a strategic opportunity to align with consumer demand for sustainability and ethical production, enhancing brand image and loyalty. Future research should explore the scalability of vegan materials, examine consumer perceptions of vegan luxury, and assess the long-term sustainability and lifecycle impacts of these alternatives.

A Study on the Cause of the Transformation in the Logotype of Luxury Fashion Brand

A Study on the Cause of the Transformation in the Logotype of Luxury Fashion Brand

Managing coronavirus CSR programmes to provoke emotional responses and purchase intention in the post-COVID-19 period in China: the case of luxury fashion brands

ABSTRACT This study follows a triangulation process to explore the differential features of COVID-19 CSR activities and their impact on consumers’ emotional responses and purchase intention in the luxury context in China. The findings confirm such relationships, which can be moderated by the buyer status of the consumer. It is also revealed that under economic recession, pragmatism appears to be a stronger predictor of Chinese consumers’ buying behaviour around luxury brands, but the impact is smaller than the influence of the brand’s COVID-19 CSR activities.

Can consumer engagement on social media affect brand extension success? The case of luxury fashion brands and restaurants

This study aims to examine the effects of consumer engagement (CE) through social media (SM) on brand extension (BE) attitudes, extended brand loyalty, and parent brand loyalty. This study identified luxury BE strategies, particularly from luxury fashion brands to luxury restaurants. From an online survey involving 205 Korean women, we found that cognitive processing, affection, and the activation of CE positively influence attitudes toward BE. Furthermore, extension attitude positively influences both extended brand loyalty (luxury restaurant) and parent brand loyalty (luxury fashion brand), while extended brand loyalty positively influences luxury parent-brand loyalty. These findings support the associative network model and offer practical implications for marketing and branding managers for developing effective extension strategies.

Assessing the impact of AI-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth

Based on the stimulus organism theory (S-O-R), the current study examines how the chatbot service quality influences e-brand loyalty among luxury fashion brand users and their adoption of it. In the current study, stimuli represent the chatbot service quality and chatbot awareness, prompting positive and negative emotional responses among Chinese users. However, these responses are influenced by the user's experience with chatbot usage, and trust is considered the organism in the S-O-R framework. In response to the user’s ultimate trust, experience, electronic word of mouth (eWOM) and e-brand loyalty are enhanced. Similarly, our study framework is supported by the S-O-R theory. Data was gathered by convenience sampling and a cross-sectional research approach from 301 Chinese consumers of luxury fashion brands. The proposed relationships were tested using PLS-SEM through PLS-Smart software. The findings showed that AI-chatbot service quality significantly influences customer e-brand loyalty. Furthermore, chatbot user trust, experience, and electronic word of mouth significantly mediate the relationship between AI-chatbot service quality and customer e-brand loyalty. In a nutshell, applying S-O-R theory, our proposed model results provide valuable insights into the dynamics of AI-chatbot-driven interactions among Chinese luxury fashion brand consumers. Further, it explains the pivotal role of AI-chatbot service quality in fostering customer trust and e-brand loyalty. Moreover, the current study contributes to theoretical and practical knowledge.

A study on the perception of the metaverse and luxury fashion brands

A study on the perception of the metaverse and luxury fashion brands

The Effectiveness of Experiential Marketing Event "HermesFit Indonesia 2023" on Purchase Intention of Hermes Products

In recent years, there has been a noticeable increase in the consumption of luxury fashion brands. Consuming and purchasing luxury fashion brands can evoke a sense of pride, exclusivity, and prestige for those who wear them (Chada & Husband 2006). Hermès is a French luxury goods manufacturer since 1837. When viewed in terms of exclusivity, the brand is consistently ranked as the most valuable luxury brand in the world in various assessments and ranking studies published by leading consultants (Leonard, 2021). On September 15 – 17, 2023, Hermès held an event called HermèsFit, which was held at City Hall Pondok Indah Mall 3. This event was created to introduce its new collection to visitors. On the one hand, Hermès also gave visitors experience in using products from their brands. This research aims to measure the level of effectiveness of experiential marketing carried out by the Hermès brand in creating the HermèsFit 2023 event at PIM 3. The theory used in this research is the Elaboration Likelihood Model (ELM) using quantitative method. The research utilized a purposive sampling method with a sample size of 96 respondents whose criteria were JABODETABEK residents who attended the HermèsFit Indonesia 2023 event. This research has an influence between X variable (Experiential Marketing) on Y variable (Purchase Intention) with a regression equation of Y = 1.313 + 0.507 have an influence on Purchase Intention.