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Luxury fashion brands: Factors influencing young female consumers’ luxury fashion purchasing in Taiwan

Meng-Shan Sharon Wu (Department of Fashion Management & Marketing, Winchester School of Art, Winchester, UK)
Isabella Chaney (Department of Management, Royal Holloway – University of London, London, UK)
Cheng-Hao Steve Chen (Department of Marketing, Oxford Brookes University, Oxford, UK)
Bang Nguyen (East China University of Science and Technology)
T.C. Melewar (Department of Marketing, Middlesex University Business School, London, UK)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 8 June 2015

17697

Abstract

Purpose

This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries.

Design/methodology/approach

Analysis of data collected using face-to-face semi-structured interviews with 23 fashion-conscious females aged 18-32 years was completed and new empirical insights are offered.

Findings

The study found a high level of involvement in the world of luxury fashion retailing. Asian consumers devoured media commentary, drew inspiration from female celebrities and treated information-seeking and discussion of luxury fashion brands with friends as a serious and enjoyable pursuit. The social status conferred by expensive fashion wear motivated them to spend on luxury brands even if their discretionary income was limited. Potential guilt in so doing was assuaged by rationalising that the quality was good and the purchase would be long lasting. Marketers targeting this valuable segment should communicate appeals to an aspirational lifestyle in traditional and social media, effective at reaching young women.

Originality/value

The study reported in this paper contributes to the limited published research into the luxury-marketing sector in Asia by examining the buying behaviour of female Strawberry Generation consumers in Taiwan. It is the first to research and investigate the meanings attached to luxury by these individuals in the collectivist culture of Taiwan, as well as their motivations, and the factors influencing their purchase of luxury fashions. The study thus contributes with new knowledge to the buying of luxury fashion products by young female Taiwanese consumers, which may be extended to other collectivist cultures in Asia.

Keywords

Citation

Wu, M.-S.S., Chaney, I., Chen, C.-H.S., Nguyen, B. and Melewar, T.C. (2015), "Luxury fashion brands: Factors influencing young female consumers’ luxury fashion purchasing in Taiwan", Qualitative Market Research, Vol. 18 No. 3, pp. 298-319. https://doi.org/10.1108/QMR-02-2014-0016

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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