Impact of COVID-19 pandemic upon fashion consumer behavior: focus on mass and luxury products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wonbae Pang ◽  
Jisu Ko ◽  
Sang Jin Kim ◽  
Eunju Ko
Keyword(s):  
Consumer Behavior ◽  
Luxury Brands ◽  
Department Stores ◽  
Content Type ◽  
Consumption Behavior ◽  
Luxury Brand ◽  
Environment Variable ◽  
Depth Analysis ◽  
Before And After ◽  
Behavior Characteristics

PurposeThe COVID-19 pandemic has caused a decline in overall consumption, but luxury sales within offline department stores rose significantly. This study identifies changes in the market environment variable (i.e. pandemics) and their impact on clothing consumption behavior. Moreover, it examines consumer behavior characteristics and provides implications for future fashion marketing and merchandising strategies.Design/methodology/approachThis study analyzed post-pandemic consumption trends by obtaining luxury brand sales data from the Korea National Statistical Office and department stores. Moreover, it investigated luxury consumption fluctuation after the pandemic and statistically analyzed the characteristics of luxury consumers by customer level (CL) that affected sales.FindingsThe results of the study showed that offline (online) clothing consumption at mass markets has decreased (increased) since the pandemic, whereas sales of luxury fashion brands at offline department stores have grown. Moreover, the in-depth analysis showed a significant sales decline (increase) for clothing-centered (leather-centered) luxury brands.Practical implicationsIf such a trend in luxury brand consumption continues, current polarization is expected to be maintained. Therefore, the study’s findings can be used as basic data in strengthening luxury brands and planning products.Originality/valueThis is the first work to undertake a comparative study of fashion consumer behavior, before and after the pandemic, involving the mass and luxury markets in South Korea.

Heritage luxury brands: insight into consumer motivations across different age groups

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lama Halwani
Keyword(s):  
Age Differences ◽  
Demographic Variable ◽  
Age Groups ◽  
Age Group ◽  
Luxury Brands ◽  
Late Adolescent ◽  
Content Type ◽  
Consumption Behavior ◽  
Luxury Brand ◽  
Insight Into

Purpose Despite growing attention to the heritage dimension of luxury brands, little research has been undertaken on how motivation may influence the consumption behavior of heritage luxury brand consumers. This study aims to provide insight into the complex interplay between consumers’ age and purchase motivations of heritage luxury brands. Design/methodology/approach Through the analysis of interview data with consumers of different age groups, this study takes a closer look at the consumer motivation underlying the consumption behavior of three different consumer age groups: late adolescents (16–25 years old), middle-aged adults (33–40 years) and older adults (67–74 years old). Findings This study delivered additional insights to the literature, especially in the areas of knowing how consumers are motivated when heritage is incorporated as a distinct dimension. The findings revealed that consumers themselves identify purchase drivers based on their perception of a brand’s investment values as “monetary appreciation,” “potential to become vintage” and “inheritance value.” Age differences also emerged in how participants discussed these themes and how they related to attitude functions, such as social-adjustive, utilitarian and hedonic. Practical implications Luxury brand managers should carefully consider age differences when planning their marketing initiatives. An awareness of consumers’ heritage luxury brand motivations of different ages will help practitioners better position their market offerings. The findings suggest that practitioners must recognize that there are likely to be differences in how different age group consumers respond to marketing initiatives and that consumer’s age is likely to play a key role in shaping the attitude of consumers. For older adult consumers, the optimal market offering would emphasize the inheritance value of heritage luxury brands. To that end, reinforcing attributes of nostalgia through the use of original logos, brand stories and classic designs is likely to be effective in targeting this age group. When targeting adolescents, heritage luxury brand managers need to take account of the changing consumption behavior of this age group, including their need to switch brands and adapt to their social surrounding. To provoke the purchase behavior of late-adolescent consumers, it seems that heritage luxury brand managers should draw on their image of social status enhancers. Originality/value In this study, a gap in the literature is addressed by focusing on an overlooked demographic variable as it relates to motivations toward heritage luxury. To the author’s best knowledge, this is the first study of its kind simultaneously considering heritage and luxury brand dimensions by exploring the motivations of consumers of different age groups.

Is it love or just like? Generation Z’s brand relationship with luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyunju Shin ◽  
Jacqueline Eastman ◽  
Yuan Li
Keyword(s):  
Luxury Brands ◽  
Generational Cohort ◽  
Brand Relationships ◽  
Research Attention ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Generation Z ◽  
Brand Relationship ◽  
High Level

Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships. Design/methodology/approach This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis. Findings This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them. Originality/value The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.

Exploring luxury brand country of origin impact on purchasing behaviors in India

2015 ◽  
Vol 7 (3) ◽  
pp. 216-236 ◽  
Author(s):  
Don Schultz ◽  
Varsha Jain
Keyword(s):  
Qualitative Study ◽  
Web Sites ◽  
Country Of Origin ◽  
Luxury Brands ◽  
Cue Utilization ◽  
Content Type ◽  
Luxury Brand ◽  
Indian Consumers ◽  
Luxury Products ◽  
Two Phases

Purpose – Luxury brands’ marketing efforts have traditionally focussed on developed nations since that has comprised the majority of consumer demand. However, double-digit growth in developing nations such as India and China, have attracted the attention of most luxury brand managers. Using cue utilization theory, the authors conducted a qualitative study in two phases comprised of first, focus group discussions (FGD), structured observations (SO) and second, In-Depth Interviews (IDI) to understand the effects of country of origin (COO) on Indian consumers’ current day purchasing behaviors with luxury products. The paper aims to discuss these issues. Design/methodology/approach – Using cue utilization theory, the authors conducted a qualitative study in two phases comprised of first, FGD, SO and second, IDI to understand the effects of COO on Indian consumers’ current day purchasing behaviors with luxury products. A conceptual framework has been developed that should help luxury brands formulate marketing strategies for this booming market. Findings – Further, this study found that COO affects the exploration of luxury brands and this process is carried out digitally and primarily with friends. Luxury brand managers can insert detailed information about COO on web sites and can understand the keywords used in the search engines to facilitate consumers using appropriate consideration data. This research also found that COO is compared on the basis of quality, features and innovation. Research limitations/implications – The results of this study are only from one emerging country, i.e., India. Similar studies should be carried out in other emerging nations. Additionally, developed countries can also carry out comprehensive research in this domain as their behavior is also changing for COO and luxury brands. Originality/value – This insight can be used by the brand managers and they can develop apps and web sites that would help the consumers to compare the COO for their products. Additionally, this research found that COO helps the luxury consumers to evaluate the brands and how they associate it with consumer images. Luxury brand managers need to be conscious when their countries products/ brands have been rated low by the consumers as it could result in consumers simply discarding them from their consideration set.

SNS use leads to luxury brand consumption: evidence from China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wangshuai Wang ◽  
Nuoya Chen ◽  
Jie Li ◽  
Gong Sun
Keyword(s):  
Social Networking Sites ◽  
Design Methodology ◽  
Empirical Studies ◽  
Luxury Brands ◽  
Daily Lives ◽  
Content Type ◽  
Luxury Brand ◽  
Chinese Consumer ◽  
Consumer Data ◽  
Psychological Mechanism

Purpose Social networking sites (SNSs) are an indispensable part of people’s daily lives. However, scant literature describes how SNSs affect users’ behaviors, especially consumer behavior in emerging markets. This research aims to fill this literature gap. Design/methodology/approach Two empirical studies were conducted using different methods. Study 1, a survey, provided correlational evidence. Study 2, a lab experiment, further verified the causal relationship. Findings From Chinese consumer data, SNS consumption exposure enhances luxury brand consumption, mediated by social comparison motivation and moderated by legitimacy perceptions of SNSs as information outlets. Originality/value This research bridges SNSs and luxury brand consumption, two islands among different streams of literature. In addition, the paper illuminates the psychological mechanism through which SNSs affect luxury brand consumption and the boundary condition in which this effect diminishes. Practically, this paper is also instructive for SNSs and luxury brands.

Effect of religiosity on luxury consumer behavior: the case of the Tunisian Muslim

2017 ◽  
Vol 8 (1) ◽  
pp. 74-94 ◽  
Author(s):  
Fawzi Dekhil ◽  
Hajer Boulebech ◽  
Neji Bouslama
Keyword(s):  
Geographical Area ◽  
Research Work ◽  
Academic Research ◽  
Luxury Brands ◽  
Content Type ◽  
Repurchase Intentions ◽  
Luxury Brand ◽  
Personal Orientation ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to describe the effects of religiosity on attitude and personal orientation toward luxury brands and on purchase and repurchase intentions. Determining the effects of religiosity on the consumers’ behavior toward luxury has proved to be a crucial matter. As far as the authors know, academic research on this topic is almost non-existent. This is an exploratory study at the level of the direct effects of religiosity. Following a literature review, a model was constructed to represent the various interrelationships between the variables investigated in this research. Design/methodology/approach A quantitative study was conducted among 227 individuals having varying levels of religiosity. The authors verified, before, that those interviewed have purchased a luxury brand. Findings The findings show that religiosity does not hinder the consumption of luxury brands. Indeed, the authors detected a positive relationship between attitude and personal orientation toward luxury brands and the level of religiosity. The effect of religiosity on attitude and personal orientation is stronger for persons having higher incomes. Moreover, this effect is slight more marked among women. Research limitations/implications Just as for all other research work, it is important to identify the limitations of this study. The authors need only to acknowledge its exploratory nature for these relationships to be identified as preliminary ones and as the first elements of proof rather than as a conclusive demonstration. This research suffers from certain other limitations, especially concerning its convenience sampling and the fact that it covered only a limited geographical area, namely, the capital, Tunis, and its adjacent suburbs. Practical implications This research has shown that whatever the level of religiosity, its effect is stronger among persons having a high income. Therefore, Muslims, whatever their religiosity, can be a target for marketers and luxury brand. Social implications Islam is not against luxury brand but against ostentation. Originality/value It is the first research, as the authors know, that study the relationship between religiosity and consumer luxury behavior, especially among Muslims.

Luxury brand commitment: a study of Chinese consumers

2014 ◽  
Vol 32 (7) ◽  
pp. 769-793 ◽  
Author(s):  
Ning Li ◽  
Andrew Robson ◽  
Nigel Coates
Keyword(s):  
Structural Equations ◽  
Brand Commitment ◽  
Luxury Brands ◽  
Chinese Consumers ◽  
Content Type ◽  
Luxury Brand ◽  
Direct Explanation ◽  
Brand Attributes ◽  
Consumer Commitment ◽  
Brand Affect

Purpose – The purpose of this paper is to assess brand commitment levels demonstrated by luxury brand consumers in China and seeks to identify the most significant combination of antecedents from brand affect, image, value and trust. Design/methodology/approach – A self-completion, researcher-supported questionnaire was disseminated within four Beijing shopping malls, generating 501 participants. The questionnaire comprised a range of scale sets covering brand affect, image, value, trust and commitment. The analysis comprised a summary overview of brand attainment followed by a substantive analysis involving confirmatory factor analysis and structural equations modelling to identify the most significant combination of antecedents relating to brand commitment. Findings – Regarding absolute consumer endorsement, brand affect was the most positive area, with image, trust and value representing relatively positive brand attributes. Declared commitment was relatively low, representing a potential commercial challenge. Value, represented by its social and symbolic components, and trust were identified as providing a significant and direct explanation of consumer commitment, represented by its affective and continuance dimensions. The role of value and trust must be central in marketing luxury brands given their direct and combined impact on consumer commitment. Research limitations/implications – The findings are transferable to other “Tier 1” locations in China, but take no account of either consumer behaviour outside of these wealthier conurbations, or segmentation of the associated markets. Originality/value – Geographic setting and consideration of a vast consumer group provides research value and contribution to marketing planning in the pursuit of higher levels of consumer commitment to their brands.

Retaining the allure of luxury brands during an economic downturn

2015 ◽  
Vol 19 (4) ◽  
pp. 416-429 ◽  
Author(s):  
Salah Hassan ◽  
Melika Husić-Mehmedović ◽  
Philippe Duverger
Keyword(s):  
Competitive Advantage ◽  
Economic Downturn ◽  
Luxury Brands ◽  
Negative Consequences ◽  
Global Marketplace ◽  
Content Type ◽  
Luxury Brand ◽  
Global Brands ◽  
The Media ◽  
Luxury Market

Purpose – Despite the changing conditions worldwide, some global luxury brands have attained strong performance levels, and perhaps it is their globalness that keeps them resilient. Since the global luxury market is comprised of customer segments with relatively homogeneous needs, wants and motivations, achieving a global luxury brand positioning will help mitigate the negative consequences of economic crises, regardless of the market in which a luxury brand operates. The paper aims to discuss these issues. Design/methodology/approach – A survey instrument was administered to a sample of 200 professionals located in a European country where none of the global brands cited in the paper are originating. The country was also selected on the basis of its propensity to have local luxury brands in competition with the global brands in each of the categories tested. The survey was conducted during the peak of economic crisis in Europe. Findings – This study provides evidence that brand globalness may be a major value creating factor, and thus a source of competitive advantage for luxury brands competing in the global marketplace. Another question addressed by this study is should the luxury brand modulate the message projected in the media away from luxury and closer to quality or other stimuli less associated with luxury in order to avoid luxury shame. All these are questions addressed by this imperial study to investigate how the brand globalness influences consumer perceptions in global recessionary times. Originality/value – The proposed research formulates an empirical study of the underlining effects of what is referred to as “glocalization” in the literature on the luxury positioning. This study provides evidence that brand globalness may be a major value creating factor, and thus a source of competitive advantage for a luxury company competing in the global marketplace.

Typology of social media followers: the case of luxury brands

2018 ◽  
Vol 36 (5) ◽  
pp. 558-571 ◽  
Author(s):  
Zahy Ramadan ◽  
Maya F. Farah ◽  
Armig Dukenjian
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Qualitative Approach ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Different Types ◽  
Social Media Platforms ◽  
Different Characteristics ◽  
Depth Interviews

Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms. Design/methodology/approach A qualitative approach was utilized in which 24 in-depth interviews were conducted with Lebanese followers of an online luxury brand’s social media pages. Findings The study identifies the presence of six main categories of online luxury followers: pragmatists, bystanders, trend hunters, image seekers, passionate owners, and prime consumers. Each group has a specific engagement and propensity to buy levels. Research limitations/implications Understanding the different segments of luxury brand followers provides a framework for marketing managers that allows them to correctly target their marketing and communication strategies in order to maximize consumer engagement and purchasing behaviors. Originality/value A significant gap exists in the extant literature which offers no understanding of the different luxury brand followers and their different characteristics. This study is the first to offer an exploratory typology of the various luxury brand followers on social media platforms.

How men interpret women’s luxury brand signals

2019 ◽  
Vol 23 (2) ◽  
pp. 209-223
Author(s):  
Sin Man Lai ◽  
Gerard Prendergast
Keyword(s):  
Hong Kong ◽  
Impression Management ◽  
Phenomenological Study ◽  
Exploratory Research ◽  
Luxury Brands ◽  
Sexual Competition ◽  
Content Type ◽  
Luxury Brand ◽  
Female Consumers ◽  
High Social Status

Purpose Women’s conspicuous display of luxury brands is known to serve the purpose of sending signals to other women, but little is known about how men interpret those signals. The purpose of this paper is to elucidate how men interpret the signals sent by women displaying luxury brands. Design/methodology/approach An interpretivist approach and phenomenological methods were applied, involving interviews with selected men in Hong Kong. Findings The men interviewed suggested that if a woman’s overall image matches that of the brands she displays and the situation, luxurious brands can amplify the woman’s beauty and perceived class status. However, if these factors clash, men react negatively and tend to view the woman as engaging in impression management and pretending to have high social status unjustifiably. Research limitations/implications The sample for this phenomenological study was limited to Hong Kong men only. Culture must, almost by definition, influence men’s views toward women and branded products, so similar exploratory research in other cultures seems justified. Practical implications The findings suggest that marketers should offer “brand education” to help make their female consumers aware of the images their products are trying to establish, and what are the appropriate usage situations. Such consumer education would also reduce the risk of negative image transfer from the brand user to the brands. Originality/value The current understanding of female luxury brand signals is limited to female-vs-female intra-sexual competition. By examining how men interpret female luxury brand signals, this research addresses an important research gap.

Are sustainable luxury goods a paradox for millennials?

2018 ◽  
Vol 14 (4) ◽  
pp. 802-815 ◽  
Author(s):  
Virginia Rolling ◽  
Amrut Sadachar
Keyword(s):  
Impression Formation ◽  
Purchase Intention ◽  
Empirical Studies ◽  
The United States ◽  
Research Model ◽  
Luxury Brands ◽  
Recycled Materials ◽  
Content Type ◽  
Luxury Brand ◽  
Sustainability Strategies

PurposeThe purpose of this study is to examine how luxury brand descriptions influence millennials’ impression of luxury, impression of sustainability, attitude toward brand and purchase intention using the impression formation theory.Design/methodology/approachA between-subjects experimental design was used to test the research model, wherein two randomly assigned groups received an online experiment with either a luxury-only or a sustainable-luxury brand description.FindingsFindings included that the impression of luxury did not change for a sustainable-luxury brand describing the use of recycled materials as compared to a luxury-only brand without the description of recycled materials present. Therefore, millennials perceived the luxury-only and sustainable-luxury brands to provide an impression of luxury, which was the sole impression to significantly predict attitude toward the brand. In addition, the results indicated that attitude positively influenced purchase intention for both brand descriptions.Originality/valueThis study provides support for luxury brands to transition toward sustainable efforts of using recycled materials in their goods as the impression of luxury is preserved, and provide marketing communication that favors sustainable brand positioning. This is one of the first empirical studies that focused on exploring sustainability strategies for luxury brands targeting a specific market segment (i.e. millennials in the United States of America).

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