Luxury Fashion Brands Research Articles

The Impact of Counterfeit Products in the Luxury Fashion

Counterfeit products have a huge impact on the luxury fashion industry. It undeniably has an economic impact involving the revenue of these luxury fashion brands. It also has an impact on the brand image and reputation, and consumer perception of luxury fashion brands. The main goal of the study is to study various factors contributing to this cause and its impact. The study focuses on four main primary aspects: counterfeit products and the industry, consumer perception, consumer purchase decisions, and its overall impact on the luxury fashion industry. To provide a comprehensive understanding of the relationship between counterfeit products and their impact on the luxury fashion industry various literature related to consumer motives for selecting counterfeit products and the impact these motivations have on the luxury fashion industry have been studied. The research also makes use of a questionnaire conforming to the Gen-Z and Millennials (Age 18-25<) of Bangalore city enquiring into the various aspects and causes. This questionnaire aims to study the responses in depth and come to a conclusion about the effects of counterfeiting including the damage to the brand image, and reduction in consumer trust and perception while raising questions about the legal initiatives put in place to combat violation of the creativity and exclusivity of luxury fashion brands.

“Vanity fair on Instagram”: The roles of vanity, materialism, social comparison, Instagram usage intensity, and market mavenism in social commerce

The present article is an attempt to offer insights into interconnections among consumer personality, individual difference factors, Instagram usage behavior, and luxury fashion brand attitude in contemporary Web 2.0 technological environments. To this end, the study particularly focused on Instagram, a highly visual social media platform, mostly used in the form of a mobile app. Instagram fits the purpose of consumers’ vanity. Personality mechanisms, known to produce effects of personality traits on digital technology usage behaviors, that shape consumer behavior in the context of Instagram usage and luxury fashion brand consumption were examined. A cross-sectional survey was conducted among actual Instagram users recruited from M-Turk Prime Panel. A series of structural equation models (SEM) were estimated using Mplus 8. Two structural equation models are estimated: one with objective Instagram usage frequency, and the other with subjective Instagram usage intensity. Results show dynamic associations among Instagram users’ personality variables, individual difference factors, Instagram usage frequency/intensity, and luxury brand involvement. In light of the power of Instagram in luxury fashion branding, the current study proposes a variety of personality mechanisms and individual difference factors (vanity, materialism, social comparison orientation, obsessive-compulsive/impulsive buying tendency, and market mavenism) that shape Instagram users’ attitude toward and involvement with luxury fashion brands in Web 2.0 social commerce.

Perilaku Sosialita Memamerkan Status melalui Barang Branded dan Brand Prominance

The purpose of the present study was to explore the relationship between consumer motives mediated by the choice of brand prominence and the behavior of purchasing counterfeit products in three groups/classes of consumers (patrician, parvenus and poseur) of luxury fashion brands. Data were obtained from a sample consisting of 230 respondents who were considered eligible. Three findings are obtained. First, for the poseur, consumer motives for purchasing products are positively related to counterfeit products and conspicuous brand prominence. Second, for the parvenus, the consumer motives are not related to counterfeit products, but it is related to conspicuous brand prominence. Third, for the patrician, consumer motives for purchasing products are not related to counterfeit products and inconspicuous brand prominence.

Message framing of sustainable marketing for luxury fashion brands impacting consumer attitudes toward the brands

Message framing of sustainable marketing for luxury fashion brands impacting consumer attitudes toward the brands

Does consumption values and ascribed responsibility predict attitudes towards sustainable luxury brands

PurposeThe young generation (Gen Z and Millennials) has a different set of values that the brand needs to interpret better. There is evidence of a correlation between luxury brands and sustainability. The purpose of this study is to assess the impact of consumers’ consumption values (functional, experiential, and symbolic) and ethical values (ascribed responsibility) through flow experience (FE) on consumers’ attitudes towards sustainable luxury brands (SLB) in the young generation based on stimulus-organism-response theory.Design/methodology/approachThe research design consists of Studies 1 and 2. Study 1 used a structured questionnaire on a sample of 396 respondents based on the scales of luxury consumption values. For Study 2, the authors collected 30 qualitative responses from the target group (young Indian shoppers who indulge in luxury fashion shopping frequently) via open-ended essays. PLS-SEM was used to test the hypothesised relationship.FindingsAs per the results, functional values are the most significant predictors of FE, followed by AR, experiential values and symbolic values. The study also discovered that FE has a substantial influence on the formation of attitudes towards sustainable luxury fashion brands. The qualitative findings were in line with the quantitative findings, except that the respondents have reservations with respect to the authenticity of sustainable initiatives by the brands.Practical implicationsAs the young consumer represents the future development of the luxury market, it is crucial to fully comprehend their view with respect to consumption value and AR in an emerging economy like India, which constitutes one of the highest populations of young consumers. The new research framework will also assist luxury brand managers in the formulation of efficient brand marketing strategies for sustainable luxury apparel.Originality/valuePrevious studies have mainly focused on FE in the context of the service industry. There are limited studies exploring the impact of achieving FE in framing the attitude towards sustainable luxury fashion brands. Academic research in the area so far has limited its scope to quantitative and a few qualitative studies, but this study provides a mixed-methods approach in a luxury setting, contributing to the study’s distinctiveness.

How luxury brands appeal to young consumers: a different focus

PurposeAdvances in digital technologies coupled with the shift toward sustainable consumption present promising opportunities for luxury fashion brands to engage younger consumers. To this end, this paper aims to provide a forward-looking approach to creating luxury experiences targeted toward young consumers by proposing a new experience consumption framework.Design/methodology/approachThis paper presents a viewpoint on creating luxury experiences that address the changing dynamics of the luxury industry by responding to the disruptive surge of young consumers and their growing preference for digital connections.FindingsThe authors develop a new experience consumption framework which demonstrates how luxury brands can successfully engage young consumers and fulfill their desire to share experiences with others by leveraging sustainable participation and digital technologies. The framework identifies different sustainable and digitally immersive experiences that luxury brands can incorporate for their young consumers.Originality/valueThis paper offers important managerial insights for luxury fashion brand marketers and identifies future research opportunities to advance knowledge in this field.

Luxury fashion brand coolness: niche versus mass cool

Purpose This study aims to analyze the relationship of mass versus niche brand coolness on consumers’ brand loyalty, mediated by attitude toward the brand and moderated by conspicuous consumption; test the moderating role of conspicuous consumption and the mediating role of attitude between mass versus niche cool brand and brand love; and analyze whether results are stable when categorizing the luxury brands as niche versus mass cool brand. Design/methodology/approach Study 1 uses a panel sample to establish the mediating role of attitude toward the brand between perceptions of brand coolness and brand loyalty. Study 2 is an experimental survey study to describe the moderating role of conspicuous consumption on the relationship between mass/niche brand coolness and brand love and between mass/niche coolness and attitude toward the brand. Study 3 is a conjoint analysis that delineates the distinct factors that consumers attribute to mass versus niche cool brands in the luxury fashion arena. Findings This study demonstrates that attitudes mediate the relationship between brand coolness and brand loyalty. Conspicuous consumption only moderates the relationship between brand coolness and attitudes in the case of niche cool brands. In a realistic field experiment, the authors confirm the mediating impact of attitude and the moderating influence of conspicuous consumption. The authors also attempt to provide coolness dimensions that tend to be more associated with mass luxury brands and those more related to niche luxury brands. Originality/value These studies provide a fresh look at the concept of brand coolness, mass and niche cool brands in the context of luxury fashion brands.

How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics

How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics

A Comprehensive Analysis of Chanel’s Advertising Strategy

This research delves into the profound impact of CHANEL’s advertising strategies, recognizing them as a pivotal element in shaping the brand’s identity and influencing consumer behavior. CHANEL, a globally acclaimed luxury fashion brand, is renowned not only for its distinctive style and impeccable craftsmanship but also for its iconic advertising campaigns. The study’s primary objectives encompass several critical aspects. First and foremost, it seeks to unravel how CHANEL’s advertising strategies contribute to the establishment and perpetuation of brand recognition and awareness. By examining the visual and thematic elements of CHANEL’s advertisements, we aim to discern the underlying mechanisms that maintain the brand’s prominent position in the luxury fashion sphere. Furthermore, this research aims to explore the tangible influence of CHANEL’s advertising strategies on market share and sales performance. Analyzing sales data and market trends in correlation with advertising campaigns will shed light on the direct impact these strategies have on the brand’s economic success. In addition, the study endeavors to elucidate how CHANEL’s advertisements resonate with their target consumers, ultimately affecting purchasing decisions and fostering brand loyalty. By delving into consumer perceptions, preferences, and the emotional connections forged through advertising, we aim to uncover the intricate dynamics between CHANEL’s messaging and consumer behavior. Lastly, this research delves into the broader societal and cultural implications of CHANEL’s advertising strategies. It seeks to unravel how these strategies both reflect and shape contemporary societal and cultural trends.

Investigating the impact of social media marketing on research online and purchase offline for fashion luxury brands

Investigating the impact of social media marketing on research online and purchase offline for fashion luxury brands

에르메스 아트 컬래버레이션 쇼윈도 디스플레이 표현 특성 연구

The purpose of this study is to explore the constituent elements and expressive characteristics of the luxury fashion brand Hermès' show window display in collaboration with artists using theoretical exploration and case analysis methods. The research primarily analyzes globally representative Hermès window display cases in major cities after 2021, revealing differences in artistic collaboration and visual representation between Eastern and Western markets. The results show that collaborations in the Eastern market tend to reflect regional cultural characteristics, while the Western market focuses more on internationalized artistic collaborations. Despite stylistic differences, both emphasize the presentation of scarcity, uniqueness, and aesthetics. Additionally, the study finds that the Eastern market places a stronger emphasis on the symbolic and interactive aspects of Hermès' artistic collaboration window displays. This research not only unveils new trends in luxury brand art marketing strategies but also provides an important perspective for understanding and predicting future market developments.

The Effect Of Brand Innovativeness And Social Media Marketing Activity On Brand Loyalty Mediated By Brand Love In Local Luxury Fashion Brands

This study examines the effect of brand innovativeness and social media marketing activity on brand loyalty and brand love, the effect of brand love on brand loyalty, and the effect of brand love mediating brand innovativeness and social media marketing activity. The research approach used in this research was a quantitative approach with explanatory research. The sampling technique used in this research is non-probability sampling with a purposive sampling technique with 250 respondents. The data collection technique used in this study was a questionnaire distributed online via Google Forms. The data measurement technique used in this study is a Likert Scale. Data analysis methods through Validity Test, Reliability Test, Descriptive Analysis, and Partial Least Square (PLS) based SEM Analysis. The results showed that 1) brand innovativeness was proven to affect brand loyalty to the Suedeson brand, 2) Brand innovativeness is proven to affect brand love for the Suedeson brand, 3) Social media marketing activity is proven to affect brand loyalty for the Suedeson brand, 4) Social media marketing activity is proven to affect brand love for the Suedeson brand, 5) Brand love is proven to affect brand loyalty for the Suedeson brand, 6) brand innovativeness is proven to affect brand loyalty through brand love mediation.

The Influence of Brand Satisfaction and Luxury Brand Attachment on Customer Advocacy Through Brand Loyalty on Zalora Marketplace

This study is an exploratory study where researchers try to measure the influence of luxury brand fashion objects during the Covid-19 pandemic. The pursose of this research is to produce an overview of the marketing strategy for the online store Zalora Indonesia which sells luxury fashion brands, in an efffort to face very tight competition in the market in Indonesio and to recover after being affected by the Coved-19 pandemic by measuring the magnitude of the influence of brand satisfaction, luxury brand attachment, and brand loyalty on customer advocacy. The respondents in this study were 150 who were customers of luxury fashion brands in Zalora Indonesia who had made a purchase at least once. Non-probablity sampling is the sampling technique, and purposive sampling is the sampling method. The results show that luxury brand attachments have an influence on brand loyalty, and will increase customer advocacy. The practical implication of this research is that Zalora Indonesia, which sells luxury goods, can increase customer advocacy for online purchases through Zalora Indonesia.

The Influence of Mass Media on Luxury Fashion Brand Marketing Strategies: A Case Study of Herms

In this era of information and technology, mass media plays a crucial role in various aspects of commerce. The fashion industry is closely related to audience feedback and the social environment. The fashion trend is changing rapidly and constantly. It is imperative for the industry to rapidly disseminate its unique ideas and gather information from customers and competitors. This situation enables fashion brands to adjust their marketing strategies, pursue commercial benefits, and create innovative styles. Therefore, utilization of media tools has become a prerequisite for triumphing in the competitive commerce landscape. This essay adopts a case study research method to analyze the impact of mass media on the marketing strategies of luxury fashion brands. Moreover, it aims to compare traditional marketing strategies with contemporary ones. Then, it delves into the forthcoming issues that luxury fashion brands may encounter due to advancements in media development. Finally, give solutions to luxury fashion brands in the era of mass media. The conclusion is that luxury fashion brands need to fully integrate their classical and digital marketing strategies. While maintaining their stylish and opulent attributes, the brands need to take advantage of mass media platforms. The goal is to capture the customers psychology and enhance the customers buying experience.

Unlocking the Secret of NFTs in China: The Role of NFT Characteristics in Purchase Decision Making

Non-fungible tokens (NFTs) are scarce digital assets, whose limited supply significantly affects consumers’ product perception and purchase behavior. Few studies have examined consumers’ cognitive evaluations and purchase intention towards NFTs in the context of Chinese luxury fashion brands. This paper aims to close this gap by investigating the impact of consumers’ cognitive perceptions (i.e., perceived scarcity, perceived uniqueness, and perceived value) and personality trait (i.e., need for uniqueness) on their purchase intention towards luxury fashion NFTs. The mediating effect of perceived value between perceived uniqueness and purchase intention was also tested. A total of 251 valid questionnaires were collected via purposive sampling and analyzed using partial least squares structural equation modeling. Drawing on the commodity theory, significant relationships were found between scarcity, need for uniqueness, the resulting cognitive factors (perceived uniqueness and perceived value) and purchase intention. Chinese consumers perceive the NFTs of luxury brands to be scarce and need uniqueness, which enhances their perception of uniqueness and consequently, their perception of value. Perceived value then positively affects purchase intention, which supports the mediating role of perceived value. This study validates the importance of scarcity for NFTs from luxury fashion brands in China, providing valuable references for luxury brand marketers and academicians.

Research on the Marketing Strategy of the Branch Products of Luxury Brands - Taking Maison Margiela's Perfume Product Line as an Example

As the digital age continues to evolve, the way luxury fashion brands market themselves has changed. With the traditional way of selling may not be able to target the needs of consumers in the current era well, companies need to constantly transform and upgrade their marketing strategies. Nowdays, luxury brands are shifting lots of their marketing resources from tranditional to digital communciation chnnels. Given the consumption habits of todays consumers, conventional marketing methods may not be able to meet the needs of consumers in this era as well as they should. Thus, companies needs to constanly change and upgrade their marketing stratrgies.The purpose of this research paper is to analyse the reasons behind Maison Margiela perfume products being out of the loop in the luxury industry for a period of time as well as its marketing strategy for the product creating a lesson to be learnt from other products lines of the brand. The case study analyses the product concept, product strategy, marketing strategy and online and offline placement of the Maison Margiela No.3 perfume product line, analyses the marketing approach of the No.3 product line that went out of the circle, and side by side explores the brand's insufficient operation of other product lines.

The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands

The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands

Flexing culture in the age of social media: From social recognition to self-satisfaction

In the digital age, flexing culture may have become a virtual tradition in which people display their possessions and express their conspicuous consumption behaviors on social media. Within the platform, the commodities attached to their bodies and the services they post indicate multiple meanings such as gaining social recognition, building body image, negotiating selfbranding, finding self-pleasure and self-satisfaction, demonstrating selfactualization, and gaining more financial benefits. This practice is common on social media, including YouTube, Instagram, and TikTok. This study explores flexing culture by referring to Indonesian content creators who display their extra wealth on their social media accounts. This is qualitative research with a cultural studies approach, using Jean Baudrillard's theory of consumer society and Thorstein Veblen's conspicuous consumption. The result shows that flexing culture on social media is an ideal place to express social identity by displaying luxury fashion brands and services. Flexing culture increasingly spreads and constructs a space for virtual competition. Moreover, it is becoming a strategy for the social hierarchy to fight and differentiate itself from the other classes. The social behavior of today's society shows something intended to be offensive through the manipulation of signs and symbolic values.

The Factors of Brand Reputation in Chinese Luxury Fashion Brands

This study employs an ordinary least squares (OLS) regression approach to investigate the impact of digitalization, innovation, marketing, and social media presence on the brand reputation of Chinese luxury fashion brands listed on the Shenzhen and Shanghai Stock Exchanges from 2012 to 2022. The findings of this study reveal that digitalization, marketing, and social media presence positively influence brand reputation, while innovation negatively affects it, suggesting that certain innovative designs may mislead consumers. Heterogeneity analyses based on fashion cycle, industry group, and firm size further indicate that these factors have varying impacts depending on the brand’s specific characteristics. For example, digitalization and social media are more impactful for small-sized and footwear brands, while marketing has a stronger effect on large-sized apparel brands. Policy implications suggest that luxury fashion brands should align their strategies with these findings, particularly by emphasizing digitalization and social media presence to enhance brand reputation, and cautiously approach innovation to align with consumer expectations.

New Retailing Mode: Analysis on Burberrys Marketing Strategy Through Literature Review

The new retail model is one of the focuses of today's research. Researchers have found the progress of the new retail model of luxury goods, but there is still no unified explanation on how to transform and utilize the new retail to make money. Therefore, this paper focuses on explaining how to solve this problem. This study is a case investigation of omnichannel strategy, a new retailing mode, exploited by the fashion luxury brand Burberry within a few years. By reviewing its development and performances, and referring to the current state of marketing, this study analyzed several advantages of its multichannel strategy and pointed out the weaknesses of this new mode. The findings show that this innovative and customer-oriented brand has utilized digital element both in offline and online stores, emphasizing the uniqueness and exclusiveness of features in luxury brand, to meet customers emotional needs and provide seamless, supreme shopping experience. However, relatively lacking in the promotion of sustainable concepts and gradually losing pricing advantages, compared with its counterparts, the findings suggest that Burberry reconsider and implement their initiatives. Hence, this study also offers practical suggestions for further steady development in the mobility of personnel and capital.