Luxury Fashion Research Articles

Demand Learning Through Social Media Exposure in the Luxury Fashion Industry: See Now Buy Now Versus See Now Buy Later

Recently, luxury fashion brands can webcast fashion shows and analyze market feedback from social media exposure (SME). See now buy now (SNBN), a new product introduction system that allows consumers to purchase products after fashion shows, has been deemed a revolutionary movement in the fashion industry. Whether SNBN can replace see now buy later (SNBL), the traditional system in which consumers purchase products several months after fashion shows, is unclear. In this article we evaluate the value of demand learning through SME for SNBL and SNBN. We develop a stylish two-period model to characterize SNBL and SNBN with SME. We find that when the feedback accuracy and holding cost are sufficiently low, SNBN performs better than SNBL with SME. Furthermore, for SNBL, when the consumer valuation is relatively low, learning market responses from SME is effective and profit improvement with SME decreases. For SNBN, SME is not always effective. Our results imply that brands, such as Gucci, should sell trendy and fashionable items via SNBL without SME and classic products (products with high consumer preference) via SME. Brands, such as Burberry, should sell low holding cost products (e.g., shirts) through SNBN and high holding cost products (e.g., leather bags) through SNBL.

Brand Equity Creation through a Moderated Mediation Model in the Luxury Brand Industry

This research gauges the role of brand experience and perceived social media marketing activities in the creation of consumer based brand equity using a stimulus organism response model. The data was collected through a structured questionnaire focused on luxury fashion brands. The sample, consisting of 243 usable responses, was analyzed using structural equation modelling in Smart PLS4. Our results show that perceived social media activities play a vital role in the creation of brand equity. Brand experience partially mediates the association between consumer based brand equity and perceived social media marketing. Interestingly, high brand trust contributes to higher consumer based brand equity. This study is adds value to the literature by focusing on the role of perceived social media marketing activities in the creation of consumer based brand equity through a second stage approach to moderated mediation using brand experience and brand trust. The study also has valuable managerial implications that could help businesses enhance their consumer based brand equity. Luxury fashion brands should maximize customer experience through social media activities and engagement. Fashion brands should also invest in personalized recommendation engines on social media platforms to improve consumer experience.

럭셔리 패션 브랜드의 한국 전통문화 활용에 나타난 진정성 분석 - 구찌(Gucci)를 중심으로 -

세계화와 지구지역화 시대의 도래에 따라 다국적 기업은 현지 시장 진출의 전략으로써 전통문화를 브랜드 마케팅에 적용하고 있다. 서구자본을 기반으로 한 럭셔리 패션 브랜드의 타문화 활용은 문화적 차용이라는 문화교류의 방법으로 인정받아왔으나, 최근 비서구권 문화를 오역하는 문화적 전유 문제가 대두됨에 따라 마케팅의 대상으로 사용하는 전통문화에 대해 진정성 있게 접근하는 태도가 요구된다. 구찌는 전통문화를 디자인과 마케팅에 적극적으로 사용하는 대표적인 브랜드로 문화적 전유 문제를 극복하기 위한 정책을 내세 우며 다양성 실행을 선도하는 이미지를 구축하고 있다. 이에 본 연구는 한국 전통문화를 활용하는 럭셔리 패션 브랜드의 정책을 진정성 표현의 관점에서 살펴보기 위하여 구찌의 사례를 분석하고, 현대 패션산업에서 의 전통문화 활용 방향을 논의하는 것에 목적을 두었다. 연구방법으로 문헌연구를 통하여 패션산업에서의 타문화 차용 현황 및 구찌의 브랜드 아이덴티티를 파악하였고, Gilmore and Pine Ⅱ의 진정성 인지 구조를 재구성하여 2012년 이후 구찌의 한국 전통문화 사용 사례를 분석하였다. 나아가 구찌와 협업한 국내 브랜드 의 실무자 및 전통문화 분야 전문가와의 인터뷰를 병행하였다. 연구 결과, 구찌는 전통문화의 대표적 이미지 를 적용한 디자인 개발, 브랜드의 비주얼 아이덴티티를 반영한 전통문화 체험, 전통문화의 지속적인 영향력 을 위한 부가적 활동을 통하여 한국 전통문화에 진정성 있게 접근하는 모습을 보여주었고, 이는 다양성의 존중이라는 브랜드 아이덴티티와 부합하는 전략이라고 할 수 있다. 그러나 현대 패션산업의 본질은 상업성에 있으며 문화적 전유로 인한 피해를 방지하기 위해서는 전통문화 차용에 대한 방향을 구체적으로 설정할 필 요가 있다. 본 연구는 럭셔리 패션 브랜드의 한국 전통문화 활용에 대한 진정성을 파악할 수 있는 기초적인 틀을 제공하고, 전통문화산업에 종사하는 전문가의 의견을 반영한 문화교류의 방향을 논의하는 점에서 의의 를 가진다.

Empirical Generalization on Luxury Fashion Handbag Brand Value Perceptions

Deliberation on consumer consumption choice is continuously converging on the theory of consumption value. Although previous researches have addressed the question of whether value and cost formulate consumer perception in association with luxury fashion handbags, there is considerable uncertainties in how different societies, generation and cultures relate to the conspicuous goods’ consumption. Luxury fashion handbags have emerged in the global market industry with the values offered. Set against this background, this study examines the brand value perceptions with regards to purchasing luxury fashion handbags among female millennials in Malaysia in order to stem the substantial empirical generalizations in the emerging market as hypothesised by Shukla (2012). This study analyses a dataset from different generational background based on three brand values with two antecedents of each value, which are social values - conspicuous and status; personal values - hedonism and materialism; and functional values - uniqueness and price-quality. A total of 384 females, aged between 31and 40 who have purchased and owned luxury handbags were selected through purposive sampling. Although the original model replicated well, similar findings were not observed. The results revealed that social (conspicuous and status) and functional (uniqueness) directly influence the purchasing behaviour of female millennials. In contrast, the findings closely reflect developed markets occasion from Shukla’s original model. Paradoxically, the effect of global village and globalization of markets has produced greater similarity on how female millennials in Malaysia perceive luxury fashion handbags. The results show an important impact of global culture indicating greater tendency on the young segment’s consumer attitude.

The case study of a Luxury Street-wear Fashion Brand Off-White

Fashion has always been a controversial topic. In recent years, there has been an increasing number of fashion brands, but it seems that Off-White stands out as the leader in the whole luxury fashion industry. So this research paper not only qualitatively summarizes the reasons the famous luxury streetwear fashion brand, Off-White rapidly gained such popularity these years, but also reveals what makes Off-White blow out. This case study utilizes a SWOT structure throughout the article, which can be basically categorized into five different sections: the strengths, weaknesses, opportunities, threats, and potential survival plans or expansion for the future. It is noticeable that one of Off-White’s biggest strengths is that it has built a long-term collaborative power with varied competitors and several celebrity endorsements. As a result, it only takes Off-White approximately five years to become the most prestigious luxury streetwear fashion brand all over the globe. While it is true that Off-White has faced much more difficulties, especially after the sudden death of its designer Virgil Abloh; living in such an era of digital media, in order to survive or broaden its reputation in the future, all they need to do is to seize this opportunity and utilize lawsuits to defend its legalized equities and keep collaborative partnerships with those rivals and superstars.

“Penitential and Self-Mortifying”: Mourning Crape in Fashion

Abstract: In 2014, while preparing for the fashion exhibition “Death Becomes Her: A Century of Mourning Attire” organized by the Costume Institute (CI) at the Metropolitan Museum of Art, the author, who was then the CI’s head conservator, encountered a question. Was the material being displayed toxic? This question arose upon discovering that nineteenth-century periodicals cautioned against wearing mourning crape, which is a crispy, crinkled, and dull black silk fabric worn in the first stages of Victorian mourning. According to these sources, mourning crape was poisonous. Seeking answers, the author would soon find out that, indeed, there was something to those warnings after all. In fact, an investigation into Victorian mourning crape reveals the incongruous story of a wretched and dangerous fabric that rose to the height of luxurious fashion. This article recounts this tale by exploring the history and materiality of English mourning crape to provide insight into both the macabre meaning of the fabric and the dreadful experience of wearing it.

Chrysalis of crisis: Covid-19 as a catalyst for awakening power and justice in a luxury fashion supply chain

PurposeThe purpose of this paper is to understand how supply chain actors in an Italian cashmere supply chain reacted to dependence and power use during the Covid-19 crisis and how this affected their perceptions of justice.Design/methodology/approachThe research took a case study approach exploring issues of dependence, power and justice in a multi-tier luxury cashmere supply chain.FindingsThe authors found two types of dependence: Craftmanship-induced buyer dependence and Market-position-induced supplier dependence. The authors also identified four key archetypes emerging from the dynamics of dependence, power and justice during Covid-19. In the repressive archetype, buying firms perceive their suppliers as dependent and use mediated power through coercive tactics, leading the suppliers to perceive interactional, procedural and distributive injustice and use reciprocal coercive tactics against the buying firms in the form of coopetition. In the restrictive archetype, buying firms that are aware of their dependence on their suppliers use mediated power through contracts, with suppliers perceiving distributive injustice and developing ways to circumvent the brands. In the relational archetype, the awareness of craftmanship-induced buyer dependence leads buying firms to use non-mediated power through collaboration, but suppliers still do not perceive distributive justice, as there is no business security or future orders. In the resilient archetype, buying firms are aware of their own craftmanship-induced dependence and combine mediated and non-mediated power by giving the suppliers sustainable orders, which leads suppliers to perceive each justice type positively.Originality/valueThis paper shows how the actors in a specific supply chain react to and cope with one of the worst health crises in living memory, thereby providing advice for supply chain management in future crises.

Arus Kas Bebas dan Pengaruh Komitmen Pembelian dan Identitas Global pada Niat Beli Produk Fashion MewahNilai Perusahaan Manufaktur yang Terdaftar di Bursa Efek Indonesia


 This study aims to explore the relationship and direct influence of luxury fashion on the purchase intention of luxury goods, the direct effect of purchase commitment on the purchase intention of luxury goods and the influence of global identity on the purchase intention of luxury goods. On an ongoing basis, companies can increase sales commitment behavior to engage buyers to generate interest in purchasing luxury goods. Purchase intention becomes one of the most important things in a company if a company shares information/knowledge behavior with customers, it will also increase the customer's interest in buying a product. These efforts can be realized in the form of increasing customer cognitive capital and being able to provide more services to customers. Data collected by 50 users of luxury Fahion products. The data that has been collected is then tested for validity, reliability test, hypothesis test and classic assumption test. The results showed that cognitive variables had a positive effect on information/knowledge sharing behavior, social interaction had a positive effect on information/knowledge sharing behavior, and information/knowledge sharing behavior had a positive effect on purchase intention.
 Keywords: purchase commitment, global identity, purchase intention of fashion products

Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty

Customer engagement is a key metric for gauging brands' social media success. Luxury fashion brands increasingly use social media to connect with customers. This paper tests a model of the antecedents and consequences of engagement with luxury fashion brands on social media. Developing a content aesthetic quality scale with a sample of 1166 buyers of luxury fashion brands, we identify two routes for how social media content can augment brand loyalty and foster brand love for luxury fashion brands. We reveal that the effectiveness of social media content in generating customer brand engagement depends on its ability to be entertaining. Specifically, our findings demonstrate that entertainment affects customer engagement and mediates the relationship between content marketing (specifically, content aesthetic quality and celebrity endorsement) and customer engagement with luxury fashion brands. Customer engagement fosters brand loyalty and brand love. Managerial implications for luxury brand managers and social media marketers are discussed.

The Impact of Virtual Reality Technology Characteristics on Purchase Intention in Luxury Fashion amidst Millennials in Thailand

Using virtual reality (VR) technologies has allowed bridging the gap between brand engagement and consumer experiences. Commonly, the factors that has a significant impact on consumer engagement tend to include autonomy, rewards, absorption, competition factors; which is expected to boost millennials use of VR technology. In this study, the scholar aims to investigate the impact of these factors of VR technology of millennial’s purchasing behaviour, particularly luxury fashion purchasing behaviour. This study employs the use of a quantitative approach in performing the research. A close-ended questionnaire was designed and distributed to collect data from a total of 200 sample respondents. The data were validated and missing data were removed with the final data being 200 sample. Our findings revealed that variables including autonomy, absorption, competition, and consumer enjoyment has a positive significant impact on the intention to purchase luxury products amidst consumers. This study's methodology has methodically outlined how to assist customers in having fun and making their online purchasing more enjoyable which influences their purchase intention.

The Impact of Virtual Reality Technology Characteristics on Purchase Intention in Luxury Fashion amidst Millennials in Thailand

The Impact of Virtual Reality Technology Characteristics on Purchase Intention in Luxury Fashion amidst Millennials in Thailand

Online strategies of brands: A case of Portuguese luxury fashion designers

The assertive online strategies of Portuguese luxury fashion brands/designers (LFBDs) are essential for managers to succeed in the digital medium and establish long-lasting relationships with clients. This paper explores the challenges in digitizing all the distinctive elements of a luxury fashion brand: the product characteristics, the luxury atmosphere, the personalization of the service, and the services provided. Fourteen Portuguese brands/designers were selected for content analysis. According to Hansen’s framework, 43% of Portuguese LFBDs fail to share information about their companies on their websites, and only 43% include promotions. Only 36% have a community outside the websites, compared to 93% of the international luxury fashion brands. Moreover, Portuguese websites lack 360° technology and augmented reality. Considering the Digital Visual Merchandising – MVD Grid, Portuguese LFBDs do not allow multiple zooms and 2D F/T cursor change, while international brands feature these tools. Regarding the Social Media Performance Analysis Grid, the global average engagement rate of Portuguese LFBDs on Facebook is 0.19% and on Instagram – 0.89%. According to Social Media Content Analysis Grid, Portuguese brands bet a lot on sharing content in story format, mainly on Instagram; however, Facebook has a higher network value. Therefore, the findings show that Portuguese LFBDs should be present and market their products online. This online presence must be supported by a multi-channel strategy while maintaining luxury product characteristics and elements of differentiation. AcknowledgmentThis study is partially financed by the Portuguese national funds through FCT – Fundação para a Ciência e Tecnologia, under the project UIDB/05422/2020.

Understanding of consumers’ inconspicuous luxury consumption practices in Vietnam: an exploratory study from an ethical perspective

PurposeThis study aims to explore how inconspicuous luxury consumption is being practiced in an Asian culture like Vietnam. Moreover, the ethical motivations that drive Vietnamese luxury consumers to engage in consuming inconspicuous luxury fashion products are also investigated.Design/methodology/approachA qualitative research approach was used to serve the purpose of this study. Specifically, the authors conducted two rounds of in-depth interviews with 42 Vietnamese luxury consumers recruited using the snowball sampling technique.FindingsThe findings from the interviews indicate that inconspicuous luxury consumption is on the rise in Vietnam. This study also reveals that inconspicuous luxury consumers in Vietnam share some common characteristics with their counterparts in Western and other Asian countries. Significantly, based on Hunt–Vitell model, the findings suggest that ethical considerations play a crucial role in motivating Vietnamese consumers to engage in inconspicuous luxury consumption. Together with typical motivations such as differentiation seeking, aesthetics seeking and status seeking, consumers buy inconspicuous luxury products to adhere to internalized norms and moral principles.Originality/valueThis study contributes to the extant literature by enriching knowledge pertaining to practices of inconspicuous luxury consumption, especially in the context of an emerging Asian country. Notably, an essential contribution of this study is to identify ethical considerations as a new emerging motivation driving inconspicuous luxury consumption. The link between ethical issues and inconspicuous luxury consumption has been largely unexamined in the literature. In this study, the Hunt–Vitell model’s process of ethical reasoning is used in a new context of inconspicuous luxury consumption in an emerging Asian economy.

Antecedents to the conspicuous consumption of luxury fashion brands by middle-income black South Africans

PurposeSouth Africa is increasingly becoming an attractive market for luxury fashion brands due to the growing middle-income consumer segment, which is perceived to be upwardly mobile. Despite evidence of black South African's exhibition of heightened interest in conspicuous consumption (CC), there seems to be limited research addressing the drivers and implications of such behaviour. This study aims to investigate the antecedents of CC by middle-income black South Africans and the marketing implications thereof.Design/methodology/approachThis study employed a survey questionnaire approach and a quantitative methodology for primary data collection. Data were gathered from a sample of 170 respondents across South Africa and analysed using structural equation modelling (SEM) through SPSS and Mplus software. Confirmatory factor analysis was used to test model fit, reliability and validity of measurement instruments, while path modelling was used to test hypotheses adopted by this report.FindingsAmong the major findings made by this report was that social class signalling positively influenced CC. In contrast, CC was not predicted by status consumption (SC). This study concluded that social factors motivated the CC of luxury fashion brands by middle-income black South Africans.Practical implicationsThis study's key recommendations were for marketing professionals to imbue overt status cues in their brand campaigns to drive the consumption of luxury fashion brands. Future studies could investigate whether or not the findings of this study are applicable across ethnic demographics in South Africa.Originality/valueThe study extends the discourse of the antecedents of ethnic consumer behavioural patterns in a historically segregated market. It weighs in on the growing research addressing factors driving the middle-income population from emerging economies to consume luxury fashion brands conspicuously.

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

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

Features of the resale of luxury fashion brands in modern conditions

Features of the resale of luxury fashion brands in modern conditions

Investigating the Causes and Consequences of Brand Attachment of Luxury Fashion Brand: the Role of Gender, Age, and Income

<span class="tlid-translation"><span lang="EN-US">In recent years, luxury fashion brands have experienced drastic growth. This study examines how hedonic motivation, self-image congruence, brand experience, and brand attachment are interrelated factors driving the purchase intention of industrial luxury fashion brands. Our research aims to construct a consumer behaviour model to complete the hedonic motivation process, which influences brand attachment and is influenced by demographic factors. The research model will fully predict the proposed model to examine the effect of gender, age, and income. The survey was conducted in Indonesia with a sample of 324 respondents. Multiple group analysis SEM (Structural Equation Modelling) was used to test the model across samples. The results reveal substantial consumer behaviour disparities based on respondents' gender, age, and income level. Research findings can aid the luxury brand industry, particularly the fashion industry, in comprehending demographic differences. It is crucial to develop specific marketing strategies to promote luxury brands, influencing consumers' purchase intentions.</span></span>

Sustainability reporting practices: an explorative analysis of luxury fashion brands

PurposeThe purpose of this research is to identify the sustainable practices of luxury fashion brands through their communications via official reporting documents to classify practices used for communicating sustainability performance.Design/methodology/approachThis research uses the qualitative content analysis of Global Reporting Initiative (GRI)-oriented sustainability reports to examine the sustainable practices of 31 companies within the top 100 global luxury brands.FindingsThe authors classify the sample into four clusters: sustainability driven, sustainability newcomers, sustainability potential and sustainability passive. Results indicate that companies in this sector are focused on the issue of sustainability even though there is a remarkable fragmentation in terms of practices.Originality/valueThe study contributes to a better understanding of sustainability reporting activities and approaches in the fashion luxury industry by describing best practices and the effect of sustainability in corporate communications.

Gen Y consumer perceptions of web-based sustainability communications – the case of luxury fashion

ABSTRACT Past research has outlined a paradox between sustainability and luxury fashion products, which has changed more recently in that studies highlight the importance of sustainable luxury. Accelerated by COVID-19 sustainability information shown on luxury brands’ websites has increased, where they provide analogous information to engage their consumers, yet the impact of which remains unknown. This study utilises sustainability communication as a theoretical underpinning to address this gap. This study is based on a qualitative inquiry into how Gen Y consumers perceive and engage with the information broadcasted on luxury companies’ websites. Twenty-five semi-structured interviews were conducted and carefully analysed, thereby highlighting three levels of consumer engagement in communication. Findings thus, contribute to the debates surrounding sustainability communication by looking at information conveyed on companies’ websites from consumers’ perspective. The results provide novel insights into sustainability communication theory, outlining three unique layers that have different outcomes in terms of awareness and action. The findings also provide some suggections for luxury fashion companies to effectively manage their sustainability communication on their companies’ websites.

Virtual Celebrities for Fashion Branding in China

Luxury fashion brands heavily use celebrity endorsements for promotion. However, there are risks that a real-person celebrity may trigger controversial issues which may negatively affect the endorsed brand. Virtual influencers look very close to real people thanks to development of technology. Thus marketers have an opportunity to adopt virtual celebrities instead of real-person celebrities to avoid risks of scandals caused by human beings. It is of interest to find out whether virtual celebrities have similar influencing effect as realperson celebrities over customers’ purchase decision in the fashion industry? Will customers’ attitude and perceptions towards both types of celebrities the same? Will virtual celebrities replace real-person celebrities? As Gucci and LV adopt both real-person celebrities and virtual celebrities, we use video ads of Gucci and photo ads of LV for comparison. The results show that virtual celebrities may still lag behind real-person celebrities from the perspectives of a modified customer action model and characteristics of celebrities. However, the appearance of meta-human virtual celebrities and enhancing recognition of virtual celebrities may help improve the effectiveness of virtual celebrities.