Luxury Fashion Consumption Research Articles

Introduction to a special section on branding, buyer choices and the pursuit of happiness in luxury fashion consumption

ABSTRACT This guest editorial article introduces a special section dedicated to the findings, paradoxes and opportunities that emerge from a progressing interest in branding, buyer choices, and the pursuit of well-being in luxury fashion consumption. Contemporary topics are considered that include religiosity in Halal economies, motivations that drive second-hand purchases through online redistribution modes, and trade-offs for sustainability in the consumption of luxury brands. The special section culminates in a systematic review of luxury fashion research over the last 13 years, observing common themes of consumer behavior and trends, branding and strategic management, product design and merchandising, advertising and communication as well as retailing and pricing. This summarises the evolving interests of stakeholders that inspire unique, innovative, and authentic luxury trends.

Virtual reality in the luxury fashion industry: a systematic literature review

Purpose This paper aims to synthesize the existing literature on virtual reality (VR) in the luxury fashion industry, discuss the current practical applications of VR technologies and review previous research undertaken in the luxury fashion field. Design/methodology/approach This paper conducts a systematic review and thematic analysis of existing literature to evaluate current research concerning VR and the luxury fashion industry. This search initially returned a total of 1,131 sources. After establishing and applying criteria of exclusion and inclusion, a total of 46 articles were selected for the thematic analysis. Findings Five major themes were identified, including virtual luxury fashion consumption, VR in marketing communication, virtual try-on, VR retail (including virtual fashion retail spaces) and virtual worlds (including customers’ virtual representation as avatars). The importance of these themes for the study of VR in luxury fashion is supported by relevant studies in the literature. Originality/value Whilst research into VR use within luxury fashion has increased recently, it remains fragmented. Given the absence of a comprehensive review addressing this topic within the literature, this paper will help scholars and fashion brands better understand the effects of VR on the luxury fashion industry. By integrating current practice and existing research, this paper contributes to a better understanding of how and where VR is used in luxury fashion contexts.

Global Trends in Virtual Luxury: Examining Avatar Identification, Virtual Materialism, and Status Consumption in Online Gaming

Despite the global increase in online gaming with luxury fashion items, gamers’ purchases of these items in virtual environments remain understudied. Utilizing the diffusion of innovation theory, the research analyzes data from 268 Fortnite gamers in Fiji to understand the influence of avatar identification, materialism, and status consumption on purchasing in-game luxury fashion items. The study confirms positive relationships between relative advantage, compatibility, trialability, observability, and in-game luxury avatar identification by employing covariance-based structural equation modeling. It also highlights how materialism and status consumption drive the intention to purchase luxury items in-game, with gamer competence reinforcing the association between avatar identification and purchase intention. The findings offer a deeper theoretical understanding of luxury fashion consumption within the context of online gaming, a rapidly growing global phenomenon. The study provides fresh insights into luxury fashion consumption in online gaming, highlighting the applicability of diffusion of innovation theory across cultures and the changing perception of luxury in virtual spaces. Its findings are valuable for game developers, marketers, and luxury brands in developing and marketing in-game luxury items to a worldwide audience. This study enriches international marketing and digital consumer behavior literature and offers strategic directions for global digital gaming marketing.

Trend Conformity Behavior of Luxury Fashion Products for Chinese Consumers in the Social Media Age: Drivers and Underlying Mechanisms.

When a bandwagon consumption trend of luxury fashion products appears, potential consumers tend to conform to the trend. The conformity behavior is enhanced by social media because it makes bandwagon trends more visible. However, no research has explored the drivers of fashion trend conformity in the social media age and the underlying mechanisms. Our empirical research demonstrates that fashion trend conformity is a socially directed type of behavior driven by trend perception and reference group pressure, which represent the informational and normative social influence stimuli, respectively. In addition to the direct impact, we also examine the mediating roles of demand amplification and the urge to buy impulsively (UBI). Demand amplification and UBI, respectively, reflect the rational cognitive reaction and irrational emotional reaction to stimuli of fashion bandwagon consumption. However, our results show that only the cognitive reaction path works, but the emotional reaction path does not. Put simply, trend conformity behavior is largely the result of consumers' rational reactions rather than irrational reactions to the social influence stimuli of bandwagon consumption. Our study contributes to the research on luxury fashion consumption by introducing three new concepts, i.e., fashion trend conformity, trend perception, and demand amplification, to describe and theorize the characteristics of consumer behavioral patterns for luxury fashion products and new drivers and novel underlying mechanisms of consumer behaviors in the social media age. Our findings offer practical insights for retailers and manufacturers to promote fashion trend conformity behavior.

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.

Measuring consumers’ dominant value perceptions to determine their purchase intention of luxury fashion consumption

Measuring consumers’ dominant value perceptions to determine their purchase intention of luxury fashion consumption

Understanding the relationship between the material self, belief in brand essence and luxury fashion rental

PurposeWith the growing market for luxury fashion rental, we aim to examine how renting luxury fashion is related to consumers' construction of the material self, based on material self-framework. We propose that consumers adopt luxury fashion rentals to construct and manage the personal and social aspects of the material self and that their belief in brand essence facilitates the mechanism.Design/methodology/approachA total of 296 responses of US female participants collected from Cloudresearch were analyzed to test the relationships between constructs in the proposed model.FindingsThe results, using structural equation modeling analysis, supported the expected relationships. Specifically, whereas the social material self directly increased adoption intention, the personal material self indirectly increased such intention via the belief that rented luxury items preserve brand essence.Originality/valueOur findings advance the literature by showing how the self is constructed and managed in collaborative luxury fashion consumption, from self-identity perspective. The current research reveals the important roles of two aspects of material self that respectively contribute to consumers' adoption of luxury fashion rentals.Research limitations/implicationsThis study empirically tests the material self theory in the context of luxury fashion rental and demonstrates the processes of how consumers regard a luxury fashion rental as a tool to construct their identity. This study not only validates the two-structure model of material self (social and personal), but also incorporate the role of brand essence in revealing how the two facets of material self differently facilitate luxury fashion rental adoption.

Investigating Materialistic Behaviour Towards Luxury Fashion Consumption

This study explores the pathway that lead the materialist to buy foreign products online. The research identifies bandwagon luxury consumption behaviour and perceived brand globalness as consequence of materialism. It also identifies the moderating role of consumer innovativeness between bandwagon luxury consumption behaviour and intention to buy foreign luxury products online. An online cross-sectional survey was used to gather information from respondents of purchasers of foreign luxury products in Pakistan. Questionnaires were distributed to respondents online and a total of 210 completed questionnaires were used in the analysis. The results show that Bandwagon luxury consumption behavior and perceived brand globalness had a significant positive relationship with materialism and intention to buy foreign luxury products online and positively mediates the relation between materialism and intention to buy foreign luxury products online. The Consumer innovativeness acts as a significant moderator between Bandwagon luxury consumption behavior and intention to buy foreign luxury products online. This research results, are helpful for the foreign companies who want to target consumers of Pakistan and also online local websites selling foreign product.

INVESTIGATING THE IMPACT OF FRIENDS, CELEBRITIES, OPINION LEADERS, SOCIAL VALUE AND PERSONAL VALUE ON PURCHASE INTENTION OF LUXURY FASHION CONSUMERS IN JAKARTA

The Covid-19 outbreak caused an uproar throughout the world, including Indonesia, March 2, 2020 was a silent witness where it was first reported that the Covid-19 virus had entered Indonesia. The Covid-19 phenomenon has finally changed the way people live, from which initially they could meet face-to-face, but now meetings can only be done online. Of course, all industries are starting to adapt to the COVID-19 conditions, including the luxury fashion industry, which has experienced a decline in sales during the COVID-19 pandemic and has increased again through adaptation through social media. This is related to the purchase intention of luxury fashion consumers. The purpose of this study was to determine empirically the effect friends, celebrities, opinion leaders, social value, and personal value on purchase intention of luxury fashion consumers in Jakarta. This study uses data obtained from 215 respondents who are over 18 years old and are luxury fashion consumers who live in Jakarta. The data was obtained by distributing an online questionnaire in the form of a google form through social media. The data is then processed using SmartPLS 3.2.9 software. The results of this study are friends, celebrities, opinion leaders, social value and personal value have a positive and significant influence on the purchase intention of luxury fashion consumers in Jakarta.

Exploring Subjective Happiness, Life Satisfaction, and Sustainable Luxury Consumption in China and Japan Amidst the COVID-19 Pandemic

The COVID-19 pandemic has significantly impacted societies worldwide, leading to challenges in ensuring well-being and sustainability. In this context, it is essential to better understand consumer consciousness of pro-environmental products from the perspective of well-being. Therefore, our cross-national investigation aimed to explore the relationship between subjective well-being (SWB) and sustainable luxury consumption during the pandemic. We analyzed data from 800 respondents in China and Japan during the pandemic. Our findings, obtained through partial least squares structural equation modeling, reveal novel insights. First, SWB positively influences pro-environmental behavioral intentions, even in luxury fashion consumption. This highlights the potential for individuals to make sustainable choices, while indulging in luxury products. Additionally, we observed variations in the impact of subjective happiness and life satisfaction on luxury consumption between China and Japan. Specifically, the influence of subjective happiness was more pronounced in China than in Japan, indicating cultural distinctions in the relationship between well-being and luxury consumption. Moreover, our study identifies consumer novelty seeking as a mediator linking SWB to sustainable luxury consumption. This discovery provides a further understanding of the relationships explored in our study. These findings deepen our understanding of the interplay between well-being and sustainable luxury consumption, thereby informing strategies to promote pro-environmental behaviors in the luxury fashion sector.

Temporary love: A love-hate transition among luxury fashion consumers in a mediation of brand jealousy and moderation of value-expressiveness

ABSTRACT There is a limited amount of research to investigate emotional transition (i.e. love to hate) among consumers. Moreover, can value-expressiveness motivate consumers to not to share negative word of mouth (NWOM) despite hating a brand? This study aims at addressing these important research questions. Survey-based data is collected from 413 Indian luxury fashion consumers and analyzed via structural equation modelling technique, using AMOS 27.0. Findings reveal that brand jealousy mediates the relationship between brand love and brand hate. Furthermore, when value expressiveness is low, the relationship between brand hate and negative word of mouth is stronger. Brand marketers should strengthen symbolic brand identity to sustain positive consumer-brand emotions. Moreover, some relationship dyads can be used to establish the brand image in a family-oriented, collectivist culture. The mediation of brand jealousy and the moderation of NWOM are unique contributions of this study in an Indian context.

MOTIVATION OF LUXURY FASHION BRAND CONSUMPTION AMONG YOUNG SRI LANKAN CONSUMERS

Investigating the motivational elements that influence young Sri Lankan fashion customers’ desire to purchase from luxury fashion companies is the goal of this essay. In terms of three dimensions, this study characterized two key luxury reasons as internal and external. This takes into account, on the one hand, the value of self-identity and hedonic pleasure, which correspond to the consumption of high-end clothing as personal style, and prestige value, which refers to a social statement. The study also explores which incentive has a bigger impact on young Sri Lankans’ intention to purchase premium fashion brands. To reflect the suggested linkages among linked variables, a conceptual model was created. For the investigation, the convenience sampling approach was employed. at addition to using Google forms, mall agents delivered survey questionnaires for completion and return at high-end clothing stores. Young consumers between the ages of 18 and 30 make up the population of this study, and respondents who were shopping in Colombo were called in order to gather data. 138 of the 200 surveys were returned, and SPSS 16 was used to analyze the data. This study provides some insight into the reasoning behind fashion purchases and the luxury fashion consumption habits of young Sri Lankan consumers in particular. According to the study’s findings, the variable that describes external worth and has a higher significant value than the other two factors is prestige value. It has been discovered that external motivation has a greater influence on the intention to acquire luxury fashion brands than internal motivation, indicating that the young Sri Lankan was motivated by external factors to buy ostentatious luxury fashion labels.

Examining the luxury consumers’ showrooming behaviour: The effect of perceived values and product involvement

ABSTRACT Since showrooming has been a key trend among luxury consumers, this study tries to understand the major drivers behind luxury consumers’ showrooming behaviour using a moderated mediation framework. Drawing from Stimulus-Organism-Response (S-O-R) Model and Value-Based Adoption Model (VAM), this research aims to bridge this gap in the existing work. Systematic sampling method was employed for data collection from 404 luxury fashion consumers in India. AMOS 27 and Process SPSS Macro were employed to analyse the data. Findings from the analysis revealed that sales-staff assistance, evaluation convenience, deals and discount and online purchase convenience significantly influence showrooming intention. Mediating roles of in-store search value and perceived value of online shopping were confirmed in the relationship between antecedent variables and showrooming intention. Furthermore, the mediating role of in-store search value is moderated by product involvement. This is the earliest work performed to examine the influence of product involvement in consumers’ showrooming behaviour for luxury goods. This paper will assist luxury players to create appropriate marketing programmes to facilitate or counter showrooming.

Investigating Materialistic Behaviour Towards Luxury Fashion Consumption

This study investigates the path that leads materialists to purchase foreign products online. The study finds materialism's effects as bandwagon luxury consumption behaviour and perceived brand globalness. It also shows how consumer innovation affects consumer behaviour between bandwagon luxury consumption and inclination to purchase foreign luxury goods online. An online cross-sectional survey was utilized to collect data from 210 respondents who bought luxury goods from abroad in Pakistan. The findings demonstrate that Bandwagon luxury consumption patterns and brand-perceived globalness have a significant positive relationship with materialism and intention to purchase foreign luxury goods online and that Bandwagon luxury consumption patterns positively mediate this relationship. Consumer innovation significantly moderates the relationship between bandwagon luxury consumption and the propensity to purchase foreign luxury goods online. This study will be beneficial for foreign brand marketers interested in targeting Pakistani consumers through various channels and identifying bandwagon behaviour among Pakistanis

Examining purchase intention for luxury fashion: integrating theory of reasoned action, with affect-behavior-cognition (ABC) model, identity and social identity theories

PurposeThis study aims to study the attitude toward purchasing luxury fashion of young consumers based on an extended model that integrates the constructs of the theory of reasoned action (TRA), identity theory, social identity theory, affect–behavior–cognition (ABC) model of attitude and brand attractiveness.Design/methodology/approachA purposive sampling approach was used to collect data from 237 young luxury fashion consumers in Hong Kong. Results were analyzed using partial least square.FindingsThe findings revealed that self-identity predicts affect-based attitudes (i.e. passive engagement and active engagement), and social identity predicts cognition-based attitude (i.e. attitude toward celebrity endorsement). Moreover, both affect- and cognition-based attitudes were found to be antecedents that enhanced brand attractiveness, which in turn positively affected purchase intention.Research limitations/implicationsThis study collected data from Generation Z. Although this generation is the world’s most influential consumer group and is highly engaged in social media, the findings may not be representative of the entire population in Hong Kong. Therefore, the findings should be used cautiously in the whole luxury fashion industry.Originality/valueThis study extends the understanding of luxury fashion purchase intention from TRA to the connection among identity, social identity theories and ABC model of attitude and brand attractiveness. The findings of this study also contribute to practical insights on developing suitable marketing strategies for the Asian luxury fashion market.

Luxury fashion consumption: a review, synthesis and research agenda

Purpose This paper aims to review the topic of “luxury fashion consumption”, a field of recent interest for academics and practitioners. However, a literature review that can map the existing knowledge and aggregate it into relevant topics and offers a research agenda for future research is still lacking. Methodology This paper uses a systematic review and a text mining approach to analyse 73 articles on luxury fashion consumption aiming to clarify, rationalise and critically interpret the literature on luxury fashion consumption; identify the core topic, create an integrative framework of core constructs; and offer research gaps and suggest a research agenda for future studies. Findings From this analysis, eight major research topics are found and analysed (brand desire, authenticity, luxury markets, value perceptions, luxury retail experience, luxury brands communication, responsible consumption and sustainability and status signalling). Based on these topics and following the TCM framework, this review offers directions for future research. Value This research offers a text-mining review of luxury fashion consumption to help scholars and managers further develop this field, as there is no comprehensive review on the topic exploring the themes, theories, constructs and methods used in prior studies.

Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels

Previous studies have addressed some of the issues of customers' perceptions of mobile marketing, particularly the affordances of multiple communications and channels. Despite a proliferation of studies in this field, the theoretical exploration of luxury fashion customers' perceptions of multiple mobile communications and marketing channels remains at an exploratory stage. Drawing on the elaboration likelihood model and a social constructivist perspective, the current study conducted 37 in-depth interviews with Generation Z mobile luxury customers. We specifically examined how customers' emotionally and cognitively based perceptions emerge as they navigate multiple mobile marketing channels and message communications. Our model conceptualizes four elements of customers' perceptions of their mobile marketing journey that can drive mobile customer engagement and acquisition behavior. The integrative model opens up interesting avenues for further research on mobile marketing and luxury fashion consumers’ perceptions of the effects of multiple communications and marketing channels.

An integrative literature review of sustainable luxury fashion consumption through a circular economy business model

An integrative literature review of sustainable luxury fashion consumption through a circular economy business model

An integrative literature review of sustainable luxury fashion consumption through a circular economy business model

The goal of this research is to create an integrative literature review on how luxury fashion leaders in mature markets can profitably transition from a linear to a circular business model. Two conceptual models are used to frame this research: Donato et al.'s notion of sustainable luxury consumption and Chiaroni and Urbinati's concept of adopting a circular business strategy. The luxury fashion sector, which is expected to be worth 84.04 billion dollars by 2025, has been unable to implement a circular economy business model to increase sustainable luxury consumption in mature markets. The findings of this integrative literature analysis included suggestions for future study on the shift from a linear to a circular economy business model that benefits the environment, employees, and local/regional communities through sustainable business practices.

THE INFLUENCE OF MATERIALISM VALUES TOWARDS YOUNG CONSUMERS’ LUXURY FASHION PURCHASE INTENTION IN INDONESIA

Indonesia became one country of luxury fashion global expansion to developing markets. Indonesia has a large number of high-net-worth individuals that continue rising steadily, boosting sales of luxury fashion products. The luxury fashion industry in Indonesia is forecasted to expand by 7.98% annually. Indonesia's young consumers have shown their potential to be attracted by luxury fashion companies. Aligned with greater income and higher exposure of luxury fashion obtained by young consumers in Indonesia, it is predicted to be aligned with the increase of materialism values. Materialism values have proven to positively influence luxury brand consumption in several countries and are composed of social recognition, appealing appearance, financial success, defining success, acquiring centrality, and pursuit of happiness. Yet, it is unclear whether materialism values are also influential towards young luxury fashion consumers' in Indonesia. This research has the purpose to identify the variables of materialism values that positively influence purchase intention and give recommendations that can be implemented by luxury fashion companies to generate stronger marketing strategies. The quantitative method using an online questionnaire is used with the judgemental sampling technique. The data gathered from 317 respondents is tested using PLS-SEM. The research findings show the influential variables of materialism that positively influence brand engagement in self-concept as the mediating variable and have a positive indirect effect towards purchase intention from the strongest to weakest effects respectively are acquisition centrality, appealing appearance, the pursuit of happiness, and social recognition. The recommendation that can be implemented by luxury fashion companies is designing the advertisements and campaigns that are able to bring out the luxury consumers’ feelings regarding these influential materialism values variables.