Luxury Fashion Goods Research Articles

Gen Z consumers’ intention to adopt online collaborative consumption of second-hand luxury fashion goods

ABSTRACT Consumption of second-hand luxury fashion goods through online collaborative redistribution channels is prevalent yet under-researched. Drawing on the self-determination theory, this study aims to provide evidence to academia and the luxury resale industry regarding young adult consumers’ beliefs in sustainability and materialism in their adoption of subscribing to, renting, or purchasing second-hand luxury goods. An integrative conceptual model is proposed based on the theory to gauge the role of various factors driving Gen Z consumers’ collaborative consumption of second-hand luxury fashion goods. Using a self-administered online survey, the researchers collected 452 usable responses from Gen Z consumers and analyzed them using structural equation modeling. Results demonstrated that both intrinsic (e.g. the importance of sustainability) and internalized extrinsic factors (e.g. the importance of signaling status, the importance of expressing one’s taste) drive their online collaborative consumption of second-hand luxury goods via subscription and rental services, as well as purchasing such goods. The gap in the literature calls for investigating further motivations and behavioral intentions of Gen Z consumers’ consumption of second-hand luxury goods. By unveiling the multifaceted psychological factors influencing these consumers regarding online collaborative consumption, the researchers offer useful marketing insights for the luxury resale industry and other share-based retail industries.

Environmental concern and purchase intention of pre-loved luxury products: a moderated mediation model

PurposeThis research paper aims to examine consumers' perceptions and behaviours towards “pre-loved luxury fashion products” and focusses on analysing the moderating influence of consumers' attitude strength. Additionally, it investigates the impact of desirability in sustainable luxury experiences (LEs) on consumers' purchase intentions (PIs). The study draws inspiration from the Norm Activation Model theory and operationalises attitude strength using the Elaboration Likelihood Model theory.Design/methodology/approachPurposive sampling technique was employed to collect 317 useable samples from respondents who had previously purchased or intended to purchase pre-loved luxury fashion goods. SPSS and AMOS version 25 was used for data analysis.FindingsThe findings reveal that consumers' environmental concern influences their intention to purchase pre-loved luxury fashion products. Furthermore, sustainable LE acts as a significant mediator in this relationship. The study also demonstrates that the intention to purchase pre-loved luxury fashion products is strengthened when consumers possess a strong attitude towards them.Practical implicationsLuxury marketers can strategise accordingly to motivate consumers to purchase pre-loved luxury fashion products by resonating with their cultural correlates through persuasive advertising to favourably affirm their attitude towards pre-loved luxury fashion products.Originality/valueThis study contributes to the literature by addressing the unresolved area of PIs for pre-loved luxury fashion products, considering the moderating role of attitude strength in emerging markets. It highlights the significance of advocating and promoting pre-loved luxury fashion products and provides valuable insights for luxury marketers.

Counterfeit Luxury Handbag Materials Image Classification using Deep learning and Local Binary Pattern

—Implementation of Deep Learning Techniques for image recognition to classify data in pixels results with high accuracy. At present, reusing of goods and reduction of goods disposal for saving the environment is a prominent trend, and affects growth of second-handed goods. However, counterfeit in second-handed goods is still a problem to economy. Although there are several methods to detect genuineness of the goods, such methods are required conduct by professionals. Moreover, luxury fashion goods, such as handbags, are difficult and inconvenient for counterfeit detection. This research thus studies and presents implementation of deep learning comprising of Convolutional Neural Networks (CNN) to classify images into pixels, together with texture feature extraction by Local Binary Pattern (LBP). The process is to study models by using pretrained VGG16 and DenseNet121 with stratified 5-Fold cross validation for evaluate model, by comparison between base models (without LBP) and base models with LBP. The models DenseNet121 with LBP resulted with 95% accuracy from classification of handbags for genuineness, counterfeit, and irrelevant materials, which is multiclassification. Moreover, implementation of LBP with the models resulted with more accuracy.

Conspicuous value and luxury purchase intention in sharing economy in emerging markets: The moderating role of past sustainable behavior

ABSTRACT In the last few years, there has been an increase in a tendency towards the sharing economy. The purpose of this study is to identify the role of conspicuous value, attitude towards luxury goods in the sharing economy, subjective norm, and past sustainable behavior in influencing purchase intention for luxury fashion goods in the sharing economy. Extant literature on luxury goods established the relationship between conspicuous value and purchase intention. However, it is still unexplored whether the same relationship will hold in luxury rental consumption or not. Thus, this study fills gaps in the marketing literature by studying the direct, mediating, and moderating relationship among these variables in the context of luxury sharing economy consumption. Data was collected through a questionnaire from two high-end malls in India (N = 232). Data analysis was done using AMOS 25 and the SPSS PROCESS macro. The findings of the study revealed that both attitude and subjective norm mediate the relationship between conspicuous value and purchase intention. Further, past sustainable behavior was found to moderate the relationship between conspicuous value and attitude. However, the subjective norm does not moderate the relationship between attitude and purchase intention.

Country of Origin Effect on Purchase Intention Towards Italian Luxury Fashion: Mediating Role of Brand Perception and Social Status

Economic growth, urbanization and higher disposable incomes have helped to propel growth of luxury fashion in India. Indian customers attach luxury fashion with their social status. Therefore, a need was felt to understand the drivers of purchase intention for luxury fashion goods. The purpose of study is to explain the role of factors which have influence on purchase intention for luxury fashion brands. The research tries to identify the mediating effect of brand perception and social status on interrelationship between country of origin (COO) and purchase intention. The data were collected by means of structured questionnaires from a total of 400 Indian customers residing in the Delhi NCR. Structural equation modelling has been used to find the outcomes. COO, brand perception and social status were found to significantly influence customer purchase intention. However, mediation effect of brand perception was found in relation between COO and purchase intention. Mediation effect of social status also exists in relation between COO and purchase intention. Brand perception and social status sequentially mediate the relationship between COO and purchase intention.

Analysis of the Influence of Brand Consciousness, Materialism, Social Comparison, Fashion Innovativeness, and Fashion Involvement on Attitude Towards Purchasing Luxury Fashion Goods and Repurchase Intention of Luxury Fashion Goods Furla Customers in Surabaya

Luxury fashion goods is a dynamic and competitive industry. Nowadays, customers are not only buying luxury goods, but also looking for added value that can only be obtained from these luxury goods, in determining them to be loyal customers. As a well-known brand with a rich Italian culture, Furla needs to always strive on how to continuously improve product quality, product innovation and other factors, by working to increase sales and build customer loyalty to Furla products. The purpose of this study was to evaluate and analyze the effect of brand consciousness, fashion innovativeness, fashion involvement, materialism and social comparison on Repurchase Intention through Attitude Towards Purchasing Luxury Fashion Goods at Furla in Surabaya. This research is a causal research, which uses a quantitative approach with analysis techniques using SPSS version 22.0 software. Data collection in this study was carried out by distributing questionnaires to 135 respondents, with the characteristics that respondents are customers of the Furla Store in Surabaya, women, aged 18-60 years, residing in Surabaya, have bought and used Furla products at least 2 times in The last 1 year, and still using Furla products until the time this research was conducted. Based on the research that has been done, the results show that there are two variables that most influence attitude towards purchasing luxury fashion goods are fashion innovativeness with a regression coefficient of 0.266 and brand consciousness with a regression coefficient of 0.212. So that Furla in Surabaya needs to increase the influence of these variables, to increase his attitude towards purchasing luxury fashion goods which will affect repurchase intention.

Non‐deceptive counterfeit purchase behavior of luxury fashion products

AbstractThe luxury fashion industry suffers substantial losses due to non‐deceptive counterfeit purchase behavior. This study extends prior research on such behavior by investigating the factors influencing non‐deceptive counterfeit purchase behavior of luxury fashion goods in India, a country that scores high on collectivism and low on indulgence in regard to Hofestede's cultural dimensions. Specifically, (a) based on the extant literature as well as by (b) adding a novel variable, we theorize and empirically test a model that proposes a more comprehensive attitudinal construct specifically reflective of attitude to counterfeits by incorporating integrity, materialism, risk seeking, price–quality interface, smart shopper self‐perception, and subjective norms as antecedents of attitude towards counterfeit luxury products. Importantly, the paper investigates the mediating role of this comprehensive attitudinal construct in the relationship between intentions to purchase counterfeit and antecedents. The results offer novel theoretical insights that could be also advantageously employed by practitioners to restrain non‐deceptive counterfeit behavior.

Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention

PurposeRecently, internet has turned out to be the fastest growing channel for luxury sales. Surprisingly, very few studies have focused on understanding the major drivers behind online luxury goods consumption, particularly in the emerging market context. Therefore, the key objectives of this study are to, first, develop a framework to understand factors affecting consumers' intention to purchase luxury fashion goods online. Second, measure the moderating effect of perceived risk and web atmospherics on the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.Design/methodology/approachData were collected through structured questionnaires from a sample of 250 luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.FindingsStudy findings indicate that perceived usefulness, perceived ease of use, perceived enjoyment and price consciousness have a direct as well as an indirect relationship via attitude on online luxury purchase intention. The results also revealed that web atmospherics moderate the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.Originality/valueThis is one of the first studies that explores the moderating role of perceived risk and web atmospherics in the context of luxury market. It will help luxury marketers to develop appropriate strategies for selling luxury goods online in emerging markets like India.

Romanian Young Adults' Attitudes Regarding Luxury Fashion Brands

The luxury fashion market has gained significant notoriety in the actual Romanian society, attracting the interest of consumers from heterogeneous societal structures. Despite the existing financial constraints, the monthly amount spent on clothes slightly increased in the last years in the Romanian space, with consumers becoming more interested in investing more money on luxury fashion brands. However, there is limited research conducted on the behavioural motives that underly attitudes regarding luxury fashion brands among young adults. The present article proposes to investigate the social mechanisms that underly young adults' attitudes toward luxury fashion brands. The applied statistical procedures revealed that the fashion innovativeness partially mediates the relationship among the need for uniqueness and consumers attitude regarding luxury fashion goods. Also, fashion innovativeness is not a significant mediator in the relationship between proneness to normative and informative influence and consumer attitude toward luxury fashion brands.

Impact of Social Exclusion Type and Presence of Others on On-going Purchase Intention When Purchasing Fashion Luxury Goods -Moderating Effect of Self-efficacy-

Impact of Social Exclusion Type and Presence of Others on On-going Purchase Intention When Purchasing Fashion Luxury Goods -Moderating Effect of Self-efficacy-

Luxury rental purchase intention among millennials—A cross‐national study

AbstractIn the last few years, a radical shift has been observed in luxury consumption behavior, particularly in millennials who are increasingly inclined toward sustainability. There has been a tremendous rise in demand for services providing a non‐ownership model of consumption. However, hardly any study has focused on exploring the consumption behavior of the millennials for luxury fashion goods in the context of sharing economy. Hence, this research aims to examine the key drivers that affect millennials attitude and purchase intention of luxury fashion on rent. Data were collected via mall‐intercept questionnaire survey method from millennials in India and United Arab Emirates (UAE) who aspired to consume luxury fashion goods on rental basis. Statistical tests, including confirmatory factor analysis, multi‐group analysis, and structural equation modeling, were applied for data analysis. Furthermore, an integrated conceptual model based on self‐determination theory and theory of reasoned action is proposed to examine the key driving motivators that affect millennials' attitude and purchase intention of luxury fashion on rent in the UAE and India. The results reveal that significant differences exist across the nations. Experience value and identity projection value had a higher impact on UAE citizens than Indians. The current study is a pioneer study that attempted to understand the young consumer's attitude and purchase intention for luxury fashion rental consumption and examine differences and similarities of millennials across nations.

Online low‐key conspicuous behavior of fashion luxury goods: The antecedents and its impact on consumer happiness

AbstractNowadays, people tend to show off in a more conservative rather than ostentatious way, that is, “low‐key style.” This paper focuses on consumers' low‐key conspicuous behavior on social media after they purchase fashion luxury goods, so as to explore the antecedents of this behavior, as well as its impact, on consumer happiness. Our results show that motivations for self‐representation and avoidance of negative comments from others trigger the low‐key conspicuous behavior. Afterward, this behavior will positively affect consumers' short‐term happiness through both perceived self‐image and perceived interpersonal relationship, while enhancing long‐term happiness only through perceived interpersonal relationship. The reason may be that the temporary pleasure brought by the improvement of perceived self‐image is not enough to raise the quality of life, but an improvement in one's interpersonal relationship is a lifelong benefit.

Individual and Social Factors Impacting Chinese Millennials’ Luxury Consumption

This study examined individual and social determinants that impact Chinese Millennials’ desire for luxury status consumption which eventually influences their purchase intent of luxury fashion goods. Whether income derived differences in regard to the determinants exist or not was further investigated. A self-administered survey was employed to collect data from undergraduate and graduate students at a large university in Hong Kong, China. A series of regression analyses were utilized to test hypotheses. The findings of the study indicate that both individual (i.e., materialism) and social elements (i.e., need for uniqueness and social comparison) positively influence Chinese millennials’ desire for status consumption of luxury fashion goods, while social factors are the key drivers of low income group’s desire for status consumption. These findings provide major implications to academics and practitioners.

Antecedents Affecting the Purchase Intention of Millennials Towards Luxury Fashion Goods: A Mixed Methods Study

This study explored the factors that persuade young consumers to have a positive intention to purchase luxury fashion goods. This study followed a mixed methodology approach. In-depth interviews were utilized to identify the most significant factors that encourage young consumers to purchase luxury fashion goods. Quantitative data collection was carried out on 218 Indian young consumers to validate the results derived from the qualitative analysis on a comparatively larger sample. Structure equation modeling using AMOS 21.0 was used to test the hypothesized relationships. The findings indicated significant relationships that exist between the factors that influence young Indian consumers and attitude towards purchase of luxury fashion goods and its subsequent effect on purchase intention. The study provides researchers with a better understanding about this consumer cohort, which is the millennials and provides luxury goods manufacturers and retailers with important implications to develop effective marketing strategies in the Indian luxury goods market.

Determinants of Luxury Purchase Behaviour: A Study of Young Indian Consumers

Indian luxury market is expected to grow tenfold in the next decade. Young consumers are the key factor driving the growth of Indian luxury market. Yet, hardly any study has been performed to understand young consumers' luxury consumption behaviour in India. Therefore, the main objectives of this study is to examine firstly, the influence of personal and non-personal luxury values on consumers' attitude and subjective norms and secondly, the influence of these variables on consumers' purchase intentions and behaviour towards luxury fashion goods using theory of reasoned action (TRA). Results show that hedonic value is the key predictor of young consumers' attitude towards purchase of luxury fashion goods. In addition, conspicuous value and social value are found to have positive impact on consumers' subjective norms. The findings of this study have important implications for both academicians and practitioners.

Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers

The study examined influencing factors that affect Chinese consumers' attitude towards purchasing foreign luxury fashion goods online. Data were collected in mainland China. A total of 502 respondents were included. Using structural equation modelling, results indicated that materialism, brand consciousness and bandwagon luxury consumption behaviour have a significant effect on intentions to buy foreign luxury fashion products online. In addition, results show that consumer ethnocentrism moderates the relationship between materialism and intentions to buy.These findings provide insight into consumer perceptions of luxury brands and offer managerial implications for companies and marketers to develop and sustain luxury businesses in the Chinese online market.

Emerging masculinities in Chinese luxury social media marketing

PurposeThe purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies.Design/methodology/approachStudy 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social media posts promoting global luxury fashion magazine brands (e.g. Vogue, Cosmopolitan, GQ and Esquire). Study 2 examines the prevalence of and Chinese consumers’ responses (reposts, comments and likes) to different masculinities depicted in luxury fashion brand-sponsored Weibo posts.FindingsMale portrayals for Chinese audiences feature more characteristics associated with emerging East Asian hybrid masculinities – “Little Fresh Meat” (LFM) and “Old Grilled Meat” (OGM) – than associated with global or regional hegemonic masculinity (i.e. the scholarly Wén and action-oriented Wu). Wén remains common in social media posts for luxury fashion goods, but LFM and OGM engender more consumer responses.Practical implicationsChinese luxury fashion marketing depicts masculinity more similarly to other East Asian marketing than to Western marketing. Some luxury fashion brands are struggling for acceptance among Chinese youth. Luxury fashion marketers should incorporate hybrid rather than hegemonic masculinities to prompt more favorable responses among Chinese consumers, especially younger female target markets.Originality/valueGrowing female occupational and consumer power and shifting male employment from blue-collar to white-collar jobs have influenced media portrayals of masculinity. Social media marketing for luxury fashion brands demonstrates the prevalence and appeal of hybrid masculinities in China.

ANALYSIS OF THE FACTORS THAT INFLUENCE CUSTOMER PURCHASE INTENTION TOWARDS LUXURY FASHION GOODS

Purpose: Malaysia is an important luxury market and this luxury industry wills growth in the future because of the demand from young Malaysian consumers. Therefore, the purpose of this study is to examine the influencing factors that affect Malaysian Consumers’ purchase intention towards luxury fashion goods and their relative importance.
 Methodology: Questionnaires had been distributed to 200 respondents. Data had been analyzed using SPSS to identify whether factors such as materialism, social comparison, and brand consciousness have a significant relationship with the intention to purchase luxury fashion goods. 
 Results: Results indicated that materialism and brand consciousness has a positive relationship with the purchase intention of luxury fashion goods in Malaysia.
 Implications: Malaysian consumers are more conscious and more aware of the unique brands to give prominence to their self-identity.

Luxury fashion goods ownership and collecting behavior in an omni-channel retail environment

Purpose This research provides a comprehensive overview of the luxury brand cognitive and affective experience, category ownerships and consumption level of affluent adult consumers in the USA. The purpose of this study was to illuminate generational cohorts’ differences and/or similarities among the consumers regarding collecting behavior of, brand self-congruity toward and emotional brand attachment with fashion luxury brands. Design/methodology/approach Using a cross-sectional quantitative approach, the authors conducted a national, representative online survey, 443 usable responses were collected from four generational cohorts, namely, older boomers, younger boomers, Generation Xers and Millennials, who reported an annual household income of US$150,000 or more. Descriptive and multivariate statistical analyses were used to provide the empirical findings. Findings Findings suggest that there are significant differences in the luxury brands they owned the most; Millennials exhibited significantly more frequent purchases of luxury fashion goods for all retail types – both brick-and-mortar and online, as well as upscale and discount-image retailers, compared to older Baby Boomers; and there are clear distinctions of cognitive, affective and behavioral responses toward fashion luxury goods between Millennials and older Baby Boomers. For instance, Millennials are more emotionally attached to luxury fashion brands, they see themselves more aligned with the brand image, and they collect such goods significantly more, compared to the older Baby Boomers. Originality/value By providing empirical evidence of contrasting each generational group’s unique consumption behavior in terms of luxury brand goods such as ownership level (accessible vs high-end luxury), retail channel choice behavior, cognitive, affective and behavioral responses toward the luxury fashion goods, the authors provided clear strategies for the luxury brand managers regarding two distinctive segments in the luxury marketplace.

Luxury brands in the digital age: perceived quality and gender difference

ABSTRACTThis study examined gender difference in relation to actual luxury consumers’ perceptions of luxury fashion retail website quality associated with customer satisfaction. The total number of respondents was 287 (male = 104; female = 183). A multi-group comparison was conducted to examine how men and women differ in their perceptions of website quality. The results of the study show that similarities and differences exist between male and female luxury consumers’ perceptions of e-luxury service quality. For male luxury consumers, order and delivery management was the only dimension that impacted e-satisfaction. In relation to female consumers, order and delivery management, customer service, personalization, trust, and entertainment value were critical dimensions that influenced e-satisfaction. In accordance with the selectivity hypothesis, the findings of this study imply that male luxury consumers seem to be goal-oriented and pay attention solely to the information that directly assists their purchase. However, female luxury consumers are likely to engage in comprehensive information processing by evaluating a wide-range of service attributes when purchasing luxury fashion goods online. This study provides practical implications to luxury retailers by identifying key dimensions of e-service quality in the context of luxury retailing websites and by examining how men and women luxury consumers perceive the service dimensions differently.