Luxury Fashion Goods Research Articles

Forensic intelligence on illicit markets: The example of watch counterfeiting

Counterfeit luxury fashion goods have rarely been the subject of scientific studies. Very little is known about the mechanisms of this illicit market despite the apparent prevalence and their adverse consequences. Counterfeit watches remain one of the preferred targets in the luxury goods segment.The study of marks or traces in a forensic intelligence perspective can contribute to an improved understanding of the phenomenon. The aim of our research was to highlight different types of links that can be drawn between specimens of counterfeit watches, to carry out a thorough study of the information conveyed by the revealed links, to study their complementarity and to get an understanding of the intelligence that can be produced from these pieces of information.Thirty-five counterfeit watches of a commonly counterfeit watch brand including seven popular models were studied in this research. Chemical and physical links were found that corroborated existing knowledge and also revealed new connections between different seizures or specimens. The comparison of chemical and physical features combined with spatiotemporal information on the seized watches enabled us to produce intelligence disclosing possible aspects of the structure and the organisation of production and distribution channels.We were able to reveal or confirm links between watches that were previously unknown or uncertain and demonstrated the interconnection of all watches on a chemical and/or physical level, suggesting an overhead organised network with substructures. Despite the limited set of specimens that was considered, this study illustrates that forensic intelligence on this illicit market can be used to support consistent decision-making from all the key-players involved in the anti-counterfeiting process.

Personal value vs. luxury value: What are Chinese luxury consumers shopping for when buying luxury fashion goods?

This research studies Chinese luxury consumers based on their personal value and explores what dimensions of luxury value Chinese luxury consumers are shopping for when purchasing luxury fashion goods. Three personal value variables (face consciousness, pragmatism, and materialism) and three dimensions of luxury value (symbolic value, experiential value, and functional value) were examined through cluster analysis, ANOVA, and regression analysis based on a random sample of 308 Chinese luxury consumers. The findings suggest that all three dimensions of luxury value have significant impacts on Chinese luxury consumers’ purchase intentions, but different groups of Chinese luxury consumers shop for different dimensions of luxury value.

4.0 Technology Within Fashion and Luxury Production

This paper investigates the implementation of Industry 4.0 systems within the production of fashion luxury goods, drawn by collecting the opinion of managers and perceptions of potential customers. 4.0 technologies can be applied in luxury fashion manufacturing without affecting the quality of the finished product yet customers are negatively inclined towards these technologies. Given the present situation of the fashion industry, which is now more demanding than ever, it would be consequently appropriate to implement these systems without disclosing them to customers.

The Application of Traditional Chinese Elements in Luxury Fashion Goods

The Application of Traditional Chinese Elements in Luxury Fashion Goods

The Full Story: Mining Rich Authoethnographic Data for Insight into the International Consumer’s Behaviour with Luxury Fashion Goods

The Full Story: Mining Rich Authoethnographic Data for Insight into the International Consumer’s Behaviour with Luxury Fashion Goods

패션 명품 브랜드에 대한 소비자 태도 형성과정과 마케팅 커뮤니케이션 매체 활용

This study was aimed at examining the use of marketing communication media in consumer attitude formation toward fashion luxury goods. In particular, consumers’ fashion opinion leadership was considered to examine utilization of various marketing communication media at different stages of consumer attitude formation. For this purpose, a qualitative research method was implemented, and in-depth interviews with 18 female consumers were conducted. The participants were recruited using a snowball method, and the data were analyzed using a phenomenological interpretation. Results of the study indicated that consumers utilized various marketing communication media, and their media usage varied according to fashion leadership. The implication of this study is that luxury brand managers should revise their marketing communication strategies on the basis of new customers’ attitudes and behavior toward fashion luxury products. These younger consumers were influenced not only by traditional media such as magazines but also by new media such as social network services even though magazines were still determined as the most dominant media for consumers aged 40 years and above.

Emotional experiences behind the pursuit of inconspicuous luxury

Today we are witnessing a trend towards subtler hints of luxury, reflecting the rise of inconspicuousness. We seek to address the contradictions of paying a premium for luxury with subtle logos that provide less effective brand signaling to others by exploring two research questions: What emotions do consumers experience in relation to their inconspicuous luxury consumption? How do emotions associated with symbolic meanings of inconspicuous luxury consumption play a role in self-identity communication? Using the luxury fashion goods context, in-depth interviews and naturalistic observational data of 10 luxury consumers with inconspicuous preferences in Dubai reveal three main themes contributing to inconspicuousness: emotional self-defense, self-enhancement, and social-defense. Inconspicuousness symbolizes self-protection and association with tasteful luxury and dissociation from luxury faux pas.

Investigating causes and consequences of purchase intention of luxury fashion

The purpose of this study is to examine the influences of self-identity, subjective norm and attitude on the intention to purchase luxury fashion goods. It also demonstrates how purchase intention influences on customers' intention to pay premium prices for luxury fashion goods. A theoretical model is established and assessed in this study on a sample of luxury fashion consumers in Malaysia. By means of a self-structured questionnaire, 240 valid submissions are included for data analysis with the Smart-PLS software 3.2.0. The results support all hypotheses on the correlation of self-identity, subjective norm and attitude with purchase intention and price premium, except the correlation between self-identity and purchase intention. This is the first research paper investigating self-identity as an antecedent of purchase intention, and price premium as a consequence of purchase intention. It also justifies the behavior of luxury fashion consumers with regards to luxury fashion products. Findings from this study may help marketers develop effective strategies which would yield them a competitive advantage within the luxury fashion market.

SELF-IDENTITY AND SOCIAL IDENTITY AS DRIVERS OF CONSUMERS’ PURCHASE INTENTION TOWARDS LUXURY FASHION GOODS AND WILLINGNESS TO PAY PREMIUM PRICE

The main purpose of this study is to examine consumer behaviour towards purchasing luxury fashion goods based on an extended model that integrates the constructs of theory of planned behaviour (TPB), social identity, self-identity, and price premium. The proposed model is examined using a self-structured questionnaire with a dataset of 395 valid responses. Statistical analysis is based on the PLS-SEM approach with the use of Smart-PLS software 3.2.0. The results indicate that all the hypotheses associated with the relationships between social identity and TBP determinants and between self-identity and TBP determinants are supported; however, the hypothesis on the relationship between selfidentity and subjective norm is not supported. Moreover, the hypotheses associated with the relationships between TPB determinants, subjective norm, perceived behavioural control (PBC), attitude, and intention to purchase luxury fashion are also supported. Finally, the proposed relationships between intention to purchase luxury fashion and model outcome, purchase of luxury fashion and intention for price premium are supported as well. This study is the first that integrates social identity, self-identity, and price premium with TPB to explain consumers’ purchase behaviour towards luxury fashion products. The findings can help marketers develop effective marketing strategies in order to stay competitive.

Uniqueness and status consumption in Generation Y consumers

PurposeThe purpose of this paper is to explore the existence of consumers’ need for uniqueness (CNFU) and status consumption (SC) in Generation Y (Gen Y). In exploring such, the equivalency of each construct (measurement invariance and population heterogeneity) is examined across early and late Gen Y consumers.Design/methodology/approachA self-administered online survey is examined, with the sample of 397 Gen Y respondents analyzed through structural equation modeling.FindingsThe results reveal that Gen Y consumers experience a need for uniqueness in a three-factor composition which is invariant across earlier and later Gen Y consumers. Similarly, SC is observed amongst Gen Y, with the empirical results again equivalent across the two groups. Finally, SC is supported to directly influence Gen Y’s purchase intention (PI) of luxury fashion goods, with the three CNFU constructs failing to directly influence PI, or SC’s influence on PI.Practical implicationsResults suggest to practitioners that not only are CNFU and SC motivations existent in Gen Y consumers, but they act similarly across early (19-23) and later (24-34) members of the consumer segment. Additionally, SC positively influences Gen Y’s purchase behavior of luxury fashion goods. Practitioners may target such consumers with reassurance that these groups do not behave differently with respect to CNFU and SC.Originality/valueThis study explores for the first time the three factors of CNFU and SC amongst Gen Y consumers. Such analysis, including the invariance of responses between those later and earlier born Gen Y consumers, and the structural relationships shared between these constructs and PI of luxury fashion goods offer intriguing insights for academics and practitioners alike.

A structural model of the antecedents and consequences of Generation Y luxury fashion goods purchase decisions

PurposeThe purpose of this study is to investigate the structural relationships between brand consciousness, perceived quality, social influences, traits of vanity, the need for uniqueness (i.e. antecedents), Generation Y purchase intentions and behaviour (consequences) towards luxury fashion goods.Design/methodology/approachAn integrative theoretical model is proposed based on social comparison theory, social impact theory, the perceived quality model and theory of uniqueness to predict the antecedents and consequences of Generation Y luxury fashion goods purchase decisions. Using cross-sectional data, a total of 384 sets of valid questionnaires were collected to perform the statistical analysis for the measurement and structural model using the partial least squares path modelling, a variance-based structural equation modelling technique.FindingsOverall, the structural results imply that the proposed model explains 73.1 and 64 per cent of variances to predict the Generation Y luxury fashion goods purchase decisions. As the several indices for evaluation of goodness of model fit, standardised Root Mean Square Residual, geodesic discrepancy, and unweighted least squares discrepancy show a satisfactory result. The results of two-tailed hypotheses reveal that brand consciousness, perceived quality, social influences, traits of vanity and the need for uniqueness influence Generation Y purchase intention. Moreover, perceived quality and social influences impact purchase behaviour but brand consciousness, traits of vanity and the need for uniqueness do not seem to be significant in explaining the variance in Generation Y purchase behaviour. Furthermore, Generation Y purchase intention is statistically related to purchase behaviour.Originality/valueThere is a lack of empirical evidence and understanding on the influences of consumer purchase intention and behaviour towards luxury fashion goods among the Generation Y. Generation Y is likely to purchase and consume luxury fashion products, and it is important to have a deeper understanding of this market segment.

Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior

PurposeEven though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior. The purpose of this study is to examine the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior.Design/methodology/approachA total of 257 respondents were included after distributing a structured questionnaire by surveying real luxury consumers in Delhi. Data were analyzed using structural equation modeling.FindingsThe results of the study indicated that subjective norm was the most important determinant of the purchasing intentions for luxury fashion goods, followed by attitude. Perceived behavioral control was not found to have a significant relationship with purchasing intentions, but it showed a strong positive relationship with actual purchasing behavior.Originality/valueThis study provides new theoretical insights regarding luxury consumer behavior in India. It explains the motivating factors behind purchasing intentions for luxury goods among Indian consumers. The findings of the study will provide great help to global luxury companies in formulating their penetration and expansion strategies in the Indian market.

소셜커머스에서 부정적 리뷰 유형, 브랜드 명성, 기회희소성지각이 패션제품 선호도에 미치는 영향

This study aims to analyze the impact of negative review type, brand reputation and opportunity scarcity perception, on preferences of fashion products in social commerce. For the above evaluation, we used the 2 (negative review type: objective/subjective) <TEX>${</TEX><TEX>\times}2$</TEX> (brand reputation: high/low) <TEX>${\times}2$</TEX> (opportunity scarcity perception: high/low) model, designed with three mixed elements. We enrolled 260 women in their 20s and 30s, who live in Seoul and have used social commerce; a final total of 207 subjects were considered for analysis. The data were analyzed using the SPSS 18 program and reliability test, t-test and three-way ANOVA were performed. Following observations were made: First, preferences were higher when the subjects read objective negative reviews than subjective negative reviews, and when a fashion product was from a brand of high reputation than a brand of low reputation. Second, the interaction effect between negative review type and brand reputation was greater among the subjects whose opportunity scarcity perception is high, than those having low opportunity scarcity perception. Thus, we conclude that the social commerce should encourage consumers to write more objective reviews, and fashion brands should manage their reputations well. Also, social commerce can use scarcity messages aggressively to increase preferences of global fashion luxury goods, which is actively marketed in social commerce since 2015.

Brand prominence in luxury consumption: Will emotional value adjudicate our longing for status?

This study extends the existing analysis of brand prominence undertaken by Han et al (J Mark 74:15–30, 2010), to individually measure a broader range of prominence measures, including branding elements of style, design, colours, logos, and shapes, assessed across three luxury items (shoes, handbags, and belts). Perceptions of such prominence are utilized to examine how status consumption and product perceptions (including perceptions of quality and emotional value) influence consumers’ desire to purchase a range of luxury fashion goods. Results reveal that this enhanced assessment of brand prominence influences consumer perceptions of the quality of luxury goods, with quality and the status consciousness of respondents influencing the emotional value they derive from luxury goods. This emotional value in turn substantially influences purchase intentions alongside the direct influence of brand prominence. Intriguingly, significant differences are observed when comparing the level of prominence of brand elements manipulated in the data collection phase, with distinct influence evidenced across groups. The enhanced capture of brand prominence reveals to luxury practitioners that the prominence of branding extends to a range of brand elements, and that differing acknowledgment of such prominence impacts significantly on both how consumers view luxury items, and their drivers of purchase.

Intimacy of the Russian upper middle class with luxury fashion

Russia has developed into one of the most important markets for luxury goods in the world. The aim of this study is to determine the factors influencing Russian consumers’ intentions to purchase luxury fashion goods. We focus on the growing high-middle- and middle-class consumer behavior patterns. This study attempts to contest practitioners’ knowledge and folklore with research hypotheses and to evaluate these in a rigorous quantitative process. We investigate the factors influencing Russian consumers’ intentions to purchase goods of luxury fashion brands based on two different models. The “Attitude toward Luxury Brands” (social-adjustive function) quantifies the extent to which luxury brands are facilitating self-expression of the owner and the projection of a particular image in socia settings. Additionally, we use the “Attitude toward Luxury Brands” (value-expressive function) in order to quantify the degree to which luxury brands are expressing the buyer’s self (beliefs, attitudes, values). The results of our analysis confirm practitioners’ prior beliefs that Russian consumer behavior patterns in luxury markets predominantly correspond to characteristics of symbolic consumption.

The Factors Affecting Attitudes and Purchase Intent for Luxury Fashion Goods : An Empirical Study of Pakistani Market

The Factors Affecting Attitudes and Purchase Intent for Luxury Fashion Goods : An Empirical Study of Pakistani Market

LUXURY FASHION CONSUMPTION IN PAKISTAN: Factors Affecting Attitude and Purchase Intent

The objective of this study was to examine what are the factors that affect the attitude of consumers towards luxury fashion goods and its impact on their purchase intention. Data was collected through questionnaires and 112 respondents were included in study. Regression analysis was applied and the results showed that Social Comparison is found to have a positive relationship with the attitude towards the purchasing luxury fashion goods, whereas, Materialism and Fashion Innovativeness are not found to have the positive relationship with attitude towards purchasing luxury fashion goods. There is also no relationship between attitude and purchase intention of customers regarding luxury fashion consumption. The findings of this study have various managerial and practical implications which are further discussed. Limitations of this study are also discussed.

확장된 목표지향적 행동모형을 통한 관광객의 명품구매 의사결정과정의 이해

The present study investigated the formation of tourists' intentions to purchase luxury fashion goods during overseas trips. An extended model of goal-directed behavior(EMGB) was developed by examining prior knowledge of overseas shopping. The study sample included tourists who had experienced purchasing luxury fashion goods during their international traveling. The data were collected using a web-based survey. An online research firm's system for survey was utilized. After excluding extreme outliers and eliminating responses not associated with luxury goods, 372 cases were selected for further analysis. Using confirmatory factor analysis, the measurement structure of our model was evaluated. Subsequently, the goodness- of-fit of the EMGB model was evaluated by using the structural equation modeling(SEM). Lastly, the hypothesized relationships were assessed. Our results indicated that the EMGB model contained a satisfactory fit to the data, and the desire among research constructs had the strongest effect on tourists' intention to purchase luxury goods while traveling abroad. Desire to purchase was found to be a significant function of subjective norm, positive anticipated emotion, perceived behavioral control, frequency of past behavior, and prior knowledge. The findings of the current study contribute to clearly understanding international shopping travelers' decision- making process and can be effectively utilized for inventing marketing strategy in the luxury- goods industry.

Attitude and Purchase Intent for Luxury Fashion Goods : Cultural Differences between Americans and Chinese

Expanding upon Zhang and Kim’s (2013) study involving Chinese consumers, this study investigated key factors that influence U.S. consumers’ attitude towards purchasing luxury fashion goods and purchase intent and examined what similarities and differences exist between the two consumer groups in relation to the key factors. A total of 414 respondents completed the online survey questionnaire. Structural Equation Modeling was utilized to analyze data. Brand consciousness, materialism, fashion innovativeness, and fashion involvement were significant factors that affect U.S. consumers’ attitude towards luxury fashion goods. Overall, the findings of the current study were greatly inconsistent with Zhang and Kim’s Chinese study. The inconsistency provides vital implications to luxury fashion retailers by showing that one size does not fit all and one strategy does not fit all markets.

패션명품 복제품 태도에 대한 선행변수

The market for counterfeit luxury fashion goods is proliferating across the globe. In an effort to provide some insight into this phenomenon, this study aimed to identify the antecedents of attitudes toward counterfeits of luxury fashion goods. As antecedents, counterfeit proneness and attitudes toward counterfeiting were considered. It was hypothesized that counterfeit proneness not only influences attitudes toward counterfeits of luxury fashion goods directly but also indirectly through attitudes toward counterfeiting. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The results showed that all the fit statistics for the variable measures were quite acceptable. In addition, the overall fits of the hypothesized model suggest that the model fits the data well. Factor analysis revealed that counterfeit proneness and attitudes toward counterfeits of luxury fashion goods were uni-dimensional and that attitudes toward counterfeiting were two dimensional, which are 'normatively less susceptible' and 'value conscious'. Test of the hypothesized path showed that counterfeit proneness influences attitudes toward counterfeits of luxury fashion goods indirectly through the two factors of attitudes toward counterfeiting. The results suggest some implications for anti-counterfeit businesses.