Luxury Fashion Research Articles

Seatbelts in Selfridges: The innovative use of post-consumer waste by BELO bags

This article focuses on BELO bags: a British-Brazilian company, founded in 2017, that specializes in producing handbags and accessories from decommissioned seatbelts. Drawing on an interview with the company’s co-founder Charlotte Bingham-Wallis, the article considers the environmentally sustainable credentials of the brand – considering how their redirection of seatbelts from landfill, and emphasis on product aftercare, repair and repurposing, positions the brand within circular fashion systems. The article considers how BELO’s reappropriation of unwanted waste materials into highly coveted, new luxury fashion accessories, which has been further reinforced by a recently secured concession within Selfridges, can be seen as a fashion practice that celebrates waste as opposed to concealing it. It argues that rediscovering and elevating the value of waste is perhaps key to unlocking more sustainable textile practices within the fashion industry: as reappropriating and revaluing materials that are already in existence, via imaginative and creative reuse, offers two-fold benefits of reducing both ‘waste’ from landfill and the production and use of virgin fibres.

How do companies communicate their ‘sustainable’ material innovations on company websites?

The fashion industry has long been criticized for its unsustainable practices in terms of production processes and the materials used to create garments and accessories. As such, sustainability in fashion is not new per se, but what is classified as ‘sustainable’ is changing as technology and new innovations are continuously emerging. This article focuses on material innovations centring on future materials that have been created to replace existing materials including, but not limited to, animal skins, plastics and other materials classified as ‘vegan’. These existing materials have previously raised concerns regarding sustainability practices. Thus, a key question that currently lacks in the research and is addressed within this article is: (1) whether these material innovations are ‘sustainable’, (2) to what extent are they sustainable and (3) what might make them a ‘better’ alternative. This article provides a critical account of such innovations by performing a comparative secondary analysis of 21 ‘innovative’ materials that are currently used or could be used by luxury fashion brands and fall within the self-proclaimed categories of either vegan, plant-based, plastic-free or sustainable. As these future materials are often seen as replacements for leather and synthetic materials derived from fossil fuels, this analysis provides insights into these materials, alongside how and what information is promoted to consumers on a corporate website.

A Study on Craftsmanship Education in Luxury Fashion As a Socially Responsible Activity

A Study on Craftsmanship Education in Luxury Fashion As a Socially Responsible Activity

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.

The Impact of Brand Society and Narrative Branding on Brand Image and its Implications on Consumer Purchase Behavior: A Case Study of Luxury Fashion Brands in Jakarta

Objetive: This study delves into the fascinating world of luxury fashion, investigating the influence of brand society and narrative branding on brand image and consumer purchase behavior.
 
 Method: Through the analysis of data collected from 204 respondents via online questionnaires and employing Structural Equation Modeling (SEM) with Smart PLS software, the research uncovers valuable insights. Notably, the study introduces the novel concept of brand society, emphasizing the importance of fostering a sense of community and exclusivity among luxury fashion brand consumers. Additionally, it sheds light on the impact of narrative branding, highlighting the significance of storytelling techniques in shaping consumer perceptions.
 
 Implications: The interplay between brand society, narrative branding, brand image, and consumer purchase behavior is explored, leading to a comprehensive understanding of these relationships within the luxury fashion context. The implications of these findings for luxury fashion brands are substantial. To cultivate consumer loyalty and stimulate purchase intentions, brands are advised to establish a strong brand society through exclusive events, loyalty programs, and online platforms. Moreover, employing effective narrative branding strategies that forge emotional connections and effectively communicate brand values can enhance brand image and customer engagement.
 
 Results and conclusion: The study enriches our comprehension of the social dynamics and storytelling strategies within the luxury fashion industry. By providing practical guidance for brand managers and marketers, it aids in creating engaging brand experiences, strengthening consumer relationships, and driving purchase behavior in the highly competitive luxury fashion market.

Consumer–brand relationship in the phygital age: a study of luxury fashion

This study focuses on hybrid consumption experiences that originate from encounters between the physical and the digital realms. The aim is to analyze brand-driven phygital environments to uncover the relationship between consumers and brands that is established within hybrid consumption spaces. Given its exploratory nature, the study adopts a mixed-methods qualitative type of research design; it includes a multiple-case analysis, a diary-based survey, and a focus group, and it concentrates on five phygital projects of four Italian luxury fashion brands. The analysis reveals nine relevant building blocks of phygital brand environments (PBEs) that pertain to the direction of experience, the environmental features, and customers’ reactions. Moreover, the study provides an early interpretative framework regarding the effects that these constituents of PBEs exert on the consumer-brand relationship (CBR). The work uncovers relevant managerial implications highlighting brand-driven phygital spaces as strategic tools for luxury fashion companies to provide consumers with additional relational value that is generated through encounters between physical stores, digital technology, humans and brands.

Analysis of Chanel Marketing Strategies in the World Luxury Fashion Market

The luxury market is a unique fashion market that provides more than necessary products to satisfy people in the wealthiest class. Chanel is a French luxury fashion brand that was founded in 1910 in Paris by Coco Chanel. This paper uses 4Ps marketing theories to analyze the reasons for Chanel's outstanding marketing performance worldwide, especially in China. The conclusion shows that Chanel keeps its unique personality to attract more demands from young people and also insists on the consumer base of wealthy people.

Analysis of Louis Vuitton's Marketing Strategies in Chinese Luxury Fashion Market

The rapid growth of China's economy has made the country one of the world's most important markets for high-end goods. In the meantime, China's economic growth has slowed since entering the new normal in 2014, and luxury consumers have become more practical. For this reason, many international luxury brands are fretting over how to break into China's opulent consumer market. The LVMH Group owns a number of luxury brands, including the ubiquitous Louis Vuitton. In light of the foregoing, this research examines the Louis Vuitton brand's marketing strategy in China, specifically its product strategy, pricing strategy, promotion strategy, and positioning strategy. Several suggestions are made to enhance Louis Vuitton's marketing strategy in China based on the findings of this study, such as a push to emphasize the brand's commitment to quality. Several suggestions are made in this report to better Louis Vuitton's marketing strategy in China, including expanding efforts to promote the quality-centered brand idea in the Chinese market, adjusting prices on a case-by-case basis, and bolstering the company's online sales channels. The marketing strategy of Louis Vuitton is examined in this article, which provides not only useful information for the company but also useful information for other domestic luxury businesses.

New Marketing Model of Fashion Luxury Industry --- Metaverse Marketing

Metaverse, a concept that brings together highly sophisticated technologies from several major fields, is essentially a virtual, digitized process of the real world. It has received attention from people from all walks of life in the past years. Many fashion luxury brands have also seized this opportunity to innovate a new marketing model - metaverse marketing which has created many benefits for brands, including increased media exposure and public attention, as well as rejuvenation and deepening of the brand's premium image in ways that traditional marketing models could never achieve. Simultaneously, due to the scientific and technological limitations and legal restrictions related to metaverse, brands face many risks in metaverse marketing. Therefore, in this process, the luxury industry needs to always keep the marketing concept with consumers as the core, cooperate with technically mature enterprises for the development of technological products, and also develop diversified marketing plans to optimize the use of metaverse marketing to serve brand building on the basis of not damaging consumers' interests and destroying their own brand positioning.

Fiat Fashion: An Exploratory Study on the Construction of a Price Index for Luxury Fashion Sold at Auction

This study situates fashion history in the context of art market research to explore the assetization of luxury clothing. Art markets and the luxury fashion industry developed in tandem and yet there have been no cultural economic studies on fashion as a form of art. This study takes a data driven approach to assessing the monetary value of clothing sold at auction at Christie’s primarily in the twenty first century. The results of this study confirm with a high degree of statistical significance that fashion auctions at Christie’s, Inc. auction house have become increasingly lucrative since the twentieth century. Moreover, the results of this study show that there is a statistically significant financial incentive to purchase and hold onto certain luxury clothing items from the canons of fashion history. This study provides a baseline on which to explore increasingly atomized configurations of value with respect to material culture from fashion history.

Curative handcrafted textiles: Healing generations

While natural disasters in the past, along with the recent COVID-19 pandemic, have disrupted livelihoods, they have also activated the structuring of handicraft as an age-old remedial practice with curative properties. Further, the need for communicating textile processes, in support of slow fashion, has allowed educational institutions to contextualize this teaching with the help of pedagogical models that define the role of both craft education and craft-based research. As an educator at Pearl Academy, India, what I can observe in the modern world today is that there is always a cross-cultural contact between the ‘local’ and the ‘global’ and that, the much-discussed ‘global village’ is no longer a fantasy but a fact, despite numerous paradoxes. This article aims at giving an insight into my perspectives and experiences that shed light on the plight of handicraft in the most hand-skilled country in the world. It also lends a bird’s-eye point of view on the need to break barriers between modern and traditional, between urban and rural, etc., and look at the many avatars of handicraft and techniques being repurposed for modern applications such as luxury fashion, interior design and jewellery. This can result in the creation of works that are not only aesthetically pleasing but are also functional, sustainable and culturally sensitive and can help designers and artists navigate complex ethical issues that resonate with diverse communities. The article takes into consideration handcrafted textile samples developed by three postgraduate fashion design students at Pearl Academy, India, who have developed textile samples as part of their project called ‘Hybrid Textiles’. The samples create an epilogue to the context of this study through an ‘end of life’ narrative and craft practices in India.

Social Behavior of Displaying Status through Branded Goods and Brand Prominence

This research aims to explore the relationship between consumer motives mediated by brand prominence selection in the purchasing behavior of counterfeit products among three consumer groups/classes (patricians, parvenus, and poseurs) in the luxury fashion brand context. The data were obtained from a sample consisting of 230 respondents who were considered eligible. There are three findings. First, for the poseur class, consumer motives in purchasing products are positively related to counterfeit products and prominent brand prominence. Second, for the parvenus class, consumer motives are not related to counterfeit products, but they are related to prominent brand prominence. Third, for the patrician class, consumer motives for purchasing products are not related to counterfeit products and subtle brand prominence.

THE EFFECT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY AND CONSUMER RESPONSE IN LUXURY FASHION BRAND

This study aims to analyze and determine the effect of social media marketing on brand equity and consumer response in luxury fashion brands, especially in Manado, Indonesia. The data analysis method used Structural Equation Modeling - Partial Least Square (SEM-PLS) in this study. This study used a questionnaire to collect data from luxury fashion brand users by distributing it to female consumers of luxury fashion brands in Manado. The findings suggest the test results that have been conducted that social media marketing has a positive and significant effect on the brand equity of luxury brands. The test results show that brand equity affects consumer responses as measured by brand preference, consumer willingness to pay premium prices, brand loyalty, and commitment to maintaining a relationship with a brand, especially luxury fashion brands. Keywords: social media marketing, brand equity, consumer response

Effect of digital brand experience on luxury fashion brand authenticity, attachment and loyalty

Purpose: The visual storytelling feature of Instagram provides luxury fashion brands with an appropriate platform to enhance their online presence and identity to build a greater connection with their audiences. This paper aims to examine how digital brand experiences on social media influence perceptions of brand authenticity, attachment and loyalty for luxury fashion brands.Design/methodology/approach: This study adopts a quantitative analysis by collecting data with a survey-based approach of 112 respondents who are luxury brand Instagram followers. The empirical testing and estimation of the proposed model were carried out using the partial least squares structural equation modelling (PLS-SEM).Finding/results: Results of this study showed that digital brand experiences determine the audiences’ positive attitudes towards brand authenticity, attachment and loyalty. Brand authenticity and attachment were found to partially mediate the digital brand experiences and brand loyalty.Practical implications: Brand authenticity can be understood as an important key to a brand’s social media presence, and authenticity will significantly enhance attachment in consumers’ minds. Physical experience should be integrated with the digital brand experience. In conclusion, audiences equivalate digital brand experiences as authentic feelings, generating attachment and loyalty to a luxury fashion brand.Originality/value: This research presents insights about digital brand experiences and related essential constructs in the context of the luxury fashion brand; moreover, this study offers valuable implications in practical terms for the operation of social media platforms.

An integrative model for online community citizenship behavior of luxury fashion brands on Instagram

PurposeThis study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship behavior to establish an integrative model. With social identity theory (SIT) and the theory of socially shared cognition (TSSC) as the theoretical basis for model integration, this study identifies the key factors that maintain the relationship between online community members and brands and prompt brand members to establish a close emotional connection with the brand and generate community citizenship behavior for the brand.Design/methodology/approachThis study examines community members who own products from luxury fashion brands (e.g. Louis Vuitton, Chanel and Hermès) and have followed the official Instagram account of the luxury fashion brand for at least 1 year, with a total of 582 valid samples. Structural equation modeling (SEM) is used to test the model.FindingsAll except for one of the hypotheses are supported, and the theoretical model exhibits acceptable goodness-of-fit. The strongest effect is that of brand community identification on affective brand commitment, followed by that of online co-creation on community citizenship behavior and that of brand commitment on community citizenship behavior.Originality/valueSIT was used as the basis and extended to the TSSC to integrate the theoretical perspectives. This study identifies the online brand relationship between service providers and consumers, explores possible causes and consequences from multiple perspectives and proposes conclusions and practical management implications as references for marketing personnel.

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.

Luxury fashion brands at the gates of the Web 3.0: An analysis of early experimentations with NFTs and the metaverse

ABSTRACT Luxury fashion brands have been pioneers in experimenting with NFTs and the metaverse. Though, the analysis of the success of these forerunning initiatives to date still pertains to anecdotal literature. Drawing upon a mixed-method convergent multiple-case-study design involving four cases, this study investigates how pivotal marketplace actors – namely, journalists and consumers – perceived these early experimentations and the extent to which these new technologies can support luxury fashion brands in further conveying their traditional luxury values. Findings suggest that luxury fashion brands should exploit these technologies to reinforce the perception of scarcity, accelerate the “artification” process, and innovatively convey their ancestral heritage. Nevertheless, when leveraging Web 3.0 technologies, luxury fashion brands must be particularly cautious about the risks of conveying their distinctive aesthetics ineffectively and offering experiences that do not align with the highly experiential nature of luxury.

Purchase intention of luxury fashion brands in post-pandemic era: A double moderation analysis using information acceptance model

ABSTRACT This study explores the factors influencing luxury fashion brands’ information adoption and purchase intention. Using the information acceptance model (IACM), a double-layered conceptual model was developed to investigate the relationship between various dimensions of information from electronic word of mouth (eWOM) customers receive from social media and information adoption and purchase intention. A survey instrument was used to collect data online from 452 social media users who have purchased luxury fashion brands in India. The hypotheses were tested using AMOS software for structural equation modeling and Hayes PROCESS macros. The results indicate that information credibility, information quality, attitude towards information (ATI), information usefulness, and information needs were positive predictors of consumer information adoption. Results also show that information adoption is positively related to purchase intention. Furthermore, this study has found a significant moderating role of perceived risk (PR) in the relationship between information adoption and purchase intention. Contrary to what has been hypothesized, the three-way interaction between information adoption, PR, and information credibility on purchase intention was not supported. This study focused on the information-adoption-purchase intention of luxury fashion brands, particularly in the context of a developing country, India.

BRAND EXPERIENCE, ATTITUDE, AND LOYALTY IN BRAND EQUITY FASHION LUXURY BRAND

Luxury products have become a means of self-actualization in society to show prosperity or wealth. Even so, the consumption of luxury goods is the prerogative of people in the world. There are several studies and research that discuss this luxury item to understand how consumer experiences with brands are either negative or positive, how luxury products affect people's attitudes which ultimately lead to loyalty to product purchases and provide benefits to producers how the product is considered good by the public. The purpose of this paper is to find out how the influence of brand experience, brand attitude, and brand loyalty on brand equity in luxury fashion brands. The research method used in this study is collecting responses from consumers who have at least bought several luxury fashion brands (such as Hermes, Chanel, Yves Saint Laurent, Fendi, and other luxury fashion brands with a minimum of 2 purchases within 2 years. Data were collected from 188 respondents using a questionnaire with a Likert scale. The empirical results show that customer engagement positively encourages brand loyalty.

BRAND EXPERIENCE, ATTITUDE, AND LOYALTY IN BRAND EQUITY FASHION LUXURY BRAND

Luxury products have become a means of self-actualization in society to show prosperity or wealth. Even so, the consumption of luxury goods is the prerogative of people in the world. There are several studies and research that discuss this luxury item to understand how consumer experiences with brands are either negative or positive, how luxury products affect people's attitudes which ultimately lead to loyalty to product purchases and provide benefits to producers how the product is considered good by the public. The purpose of this paper is to find out how the influence of brand experience, brand attitude, and brand loyalty on brand equity in luxury fashion brands. The research method used in this study is collecting responses from consumers who have at least bought several luxury fashion brands (such as Hermes, Chanel, Yves Saint Laurent, Fendi, and other luxury fashion brands with a minimum of 2 purchases within 2 years. Data were collected from 188 respondents using a questionnaire with a Likert scale. The empirical results show that customer engagement positively encourages brand loyalty.