Luxury Fashion Research Articles

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

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

The Role of Influencer Marketing in Shaping Purchase Intention of Counterfeit Luxury Fashion in Indonesia

This dissertation explores how influencer marketing affects consumer behavior towards counterfeit luxury fashion in Indonesia. It examines key characteristics of influencers—trustworthiness, expertise, congruence with the product, and congruence with the consumer—and their impact on the purchase intentions of counterfeit goods. Despite regulations, counterfeit products persist, partly due to influencers promoting them. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) with data from 241 respondents, the study finds that congruence between influencers and products, as well as between influencers and consumers, significantly influences purchase intentions. Although trustworthiness and expertise are important, they are less impactful than congruence. The study underscores the need for luxury brands to carefully select influencers and enhance consumer education to combat counterfeit goods, advocating for stricter regulations to protect brand integrity and consumer interests.

Fashion niche market strategies: a systematic literature review

PurposeThis study systematically explores the literature on global niche market strategies within the fashion industry to allow the mapping of niche practices and examine the benefits, success factors and characteristics of a niche strategy. Additionally, it identifies data gaps and necessitates a detailed examination to uncover areas with inadequate information.Design/methodology/approachThis study utilized the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA 2020) method for systematic review and included 70 studies to analyze their findings.FindingsThis systematic literature review pinpoints niche strategies shaping the future of the fashion industry while developing sectors of the textile and apparel industry, fashion technology, fashion retail business, fashion media and communication, luxury fashion, sustainable fashion, adaptive clothing and transgender fashion within the fashion supply chain. A niche market strategy utilizes both pull and push marketing in the fashion industry. Scholarly literature commonly underscores the understanding of the consumer as a pivotal factor in the success of fashion niche market strategy.Practical implicationsThis review offers a comprehensive overview of fashion niche strategy practices, aiming to inspire fashion industry professionals. It also serves as a guide for fashion industry professionals, summarizing best practices across various fashion industry sectors to help develop effective niche strategy competencies for firms.Originality/valueThis review thoroughly analyzes niche strategy implementation in the fashion industry, presenting an important resource for individuals new to this sector. It highlights the significance of niche strategies in improving the comprehension of emerging participants in the fashion business.

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.

Consumer Buying Behaviour in Sustainable Luxury Fashion

The purpose of this research paper on sustainability in luxury fashion is to analyse the current state of how each gender has a different purchasing behaviour in terms of sustainability practisesin luxury fashion, identify challenges, and contribute to a larger discussion on the role of luxury fashion in shaping a more sustainable and equitable global fashion industry. Chi- square test has been used to determine how gender influences the sustainability of luxury fashion. The two variables in this case are luxury fashion sustainability and gender. To achieve this objective, a primary survey was conducted with a sample of 124 participants who were divided into gender group namely female, male, others and prefer not to say. In this research paper it was found out using data analysis based on the primary survey of 124 respondents on how often do people purchase luxury fashion products that are marketed as sustainable or eco-friendly based on gender. As seen in the table 1,64% percentage of men always purchase fashion products that are marketed as sustainable, which is 29% more than women. 56% of the of the men never buy luxury goods that are more sustainable compared to 44% women who never buy sustainable goods. 53% of women sometimes purchase fashion products that are marketed as sustainable than 47% of the men. The same has been depicted in chart 1. It can be found out that overall men purchase more sustainable goods than women Keywords: sustainability, luxury fashion, purchasing behavior, gender differences, Chi-square test, eco-friendly products, consumer behavior

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

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

Innovative Marketing in Luxury Fashion: How Gucci Uses Big Data to Enhance Digital Marketing

This study examines Gucci's digital marketing strategies, focusing on how the brand leverages big data to enhance its digital presence and engage Generation Z. Amid significant digital transformation in the fashion industry, Gucci has maintained its competitive edge through innovative digital initiatives. The research analyzes Gucci's use of big data to personalize customer experiences, optimize marketing campaigns, and implement online-to-offline (O2O) strategies. Findings indicate that Gucci's comprehensive digital strategy, which includes augmented reality and 3D visualization, effectively enhances customer engagement, increases sales, and builds brand loyalty, solidifying its position as a leader in the luxury fashion industry.

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

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

Causes and Effects of Social Media Engagement in Luxury Fashion Marketing: A Comparative Study Over the COVID Pandemic

This paper examines cross-country heterogeneities and over-time changes of the role of social media marketing (SMM) in the luxury fashion industry. A comprehensive literature review is conducted on customer value, purchase intention, and engagement motivation to understand the causes and effects of SMM. Based on the survey data in China and the United Kingdom, probit and oprobit regressions are employed to estimate the models of SMM. Results show that affectional and cognitive motives are the two primary drivers of SMM engagement in both countries. Chinese customers are more susceptible to SMM than their British counterparts, suggesting significant potential benefits of developing SMM strategies in China. Over time, SMM has become an irreversible trend of luxury brand management after the coronavirus disease 2019 pandemic. Identified heterogeneities and changes call for differentiated international marketing strategies in different countries at different times.

You are what you wear: the effect of religiosity, self-esteem and materialism toward conspicuous consumption of luxury fashion products among Gen Z

PurposeThe market value of luxury goods at the global and national levels continues to increase from year to year. The sales growth of the Indonesian luxury goods market is currently at 6.6% per year. The largest sales sector in the market is the fashion sector, with more than US$700m per year. Several big cities in Asia, including Jakarta, experienced a shift in the age group of luxury goods buyers to a younger group with limited income resources. The behavior of purchasing luxury goods in the low-income group is contrary to Islamic values, which prioritize the fulfillment of needs rather than the fulfillment of desires. This study aims to analyze the factors that influence the intention of Muslim Generation Z consumers to buy luxury fashion products.Design/methodology/approachThe purposive sampling method in this study involved 240 respondents who had bought luxury fashion products in the masstige category in the past two years. This study adopts the Theory of Reasoned Action (TRA) model and a quantitative approach through the structural equation modeling method.FindingsThe results of this study indicate that attitude towards behavior, subjective norms, self-esteem and materialism have a significant positive effect on the intention to consume luxury fashion, while the influence of religiosity was found to be insignificant. At the same time, religiosity has a significant negative effect on attitude towards behavior and subjective norms.Research limitations/implicationsThese findings indicate that if consumers who have a positive attitude toward luxury fashion purchases, can be influenced by their significant others, self-esteem and materialistic nature, then they tend to buy luxury fashion items.Originality/valueThis study extends the theory of TRA by adding religiosity, self-esteem and materialism and it uses Muslim Generation Z as the respondent. Masstige category of luxury brands is also used to take into account the affordability of its generation toward luxury fashion products.

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.

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

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

EXPLORING THE VIABILITY AND IMPACT OF VEGANISM IN LUXURY FASHION

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

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.

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

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

How similar-to-me is too similar-to-me? Do young women really want to be like the influencer in that luxury fashion advertisement?

How similar-to-me is too similar-to-me? Do young women really want to be like the influencer in that luxury fashion advertisement?

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

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

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.

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

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