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Profiling the online premium brand consumers based on their fashion orientation

Neena Sondhi (International Management Institute, New Delhi, India)
Rituparna Basu (International Management Institute, Kolkata, India)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 4 March 2022

Issue publication date: 9 February 2023




This paper attempts to explore and identify the growing segments of online buyers of premium brands in the context of the post-pandemic market in India. The multi-dimensional trait of fashion orientation has been used as the psychographic construct for segmenting young urban consumers who shop on e-commerce platforms.


An online study across major cities resulted in a sample of 555 urban consumers of premium apparel and accessories brands. Hierarchical, two-step and k-means cluster analysis were conducted to identify diverse consumer segments and arrive at a demographic and usage-based profiling of the clusters. Furthermore, one-way analysis of variance was conducted to assess the key drivers for an online purchase among the obtained segments.


The pioneering use of fashion orientation as a base for segmentation helped identify three distinct clusters of socially conscious fashionistas, fashion involved and fashion indifferent buyers. The study identified significant differences in the demographic composition as well as their usage patterns and purchase motivations to shop online.


The study looks at an extremely important but neglected category of premium brands. The distinct clusters of premium brand buyers highlighted by the study adds theoretical value as well as managerial insights for the premium brand marketer as they seek to target consumers in Asian economies.



Sondhi, N. and Basu, R. (2023), "Profiling the online premium brand consumers based on their fashion orientation", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 2, pp. 380-397.



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