Search results

1 – 10 of over 3000
Article
Publication date: 30 January 2023

Fanny Saruchera and Lebohang Mthombeni

South 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…

Abstract

Purpose

South 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/approach

This 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.

Findings

Among 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 implications

This 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/value

The 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.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 6
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 8 July 2021

Huifeng Bai, Weijing He, Jin Shi, Julie McColl and Christopher Moore

This empirical research, adopting an international retailing perspective, aims to examine the parenting advantages offered by emerging market multinationals (EMNCs) in luxury…

1066

Abstract

Purpose

This empirical research, adopting an international retailing perspective, aims to examine the parenting advantages offered by emerging market multinationals (EMNCs) in luxury fashion retail sector.

Design/methodology/approach

The researchers adopted a qualitative case study, and the qualitative data were collected through ten semi-structured interviews with senior managers.

Findings

It is a win–win situation for the EMNCs as parent groups of Western luxury fashion brands, as the EMNCs can access critical assets including advanced brand management expertise, retailing know-how, and the services skills needed for higher income consumers. Meanwhile, the subsidiary brands benefit from a high degree of autonomy, intra-group resource utilisation, a competitive brand portfolio and most importantly economies of scales in the value chain, particularly in production. The perceived risks of EMNCs ownership include potentially restricted autonomy and the uncertainty over corporate development activities in the future, as well as the risks of diluting brand image caused by the inconsistency between country of origin and country of ownership.

Research limitations/implications

Very few EMNCs have moved into luxury fashion retailing to date, which means that the sampling frame was small. The findings were generated from China, which is perceived to be of considerable psychic distance in terms of culture and policies compared to other emerging markets that have been heavily influenced by colonialism.

Practical implications

This paper suggests that practitioners, particularly EMNCs, support their subsidiary luxury fashion brands through parenting advantages and develop their own high-end fashion brands through internationalisation.

Originality/value

This empirical study contributes to the current international retailing literature by offering in depth insights of parenting advantages offered by EMNCs in luxury fashion retailing. It also enriches the EMNC literature, which has mainly adopted an international business scope, by extending this understanding into luxury fashion retailing.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 29 July 2021

Song-yi Youn and Eunjoo Cho

The purpose of this study is to examine the interaction effect of perceived psychological distance toward the luxury brand and construal level of the CSR ad content on young…

4091

Abstract

Purpose

The purpose of this study is to examine the interaction effect of perceived psychological distance toward the luxury brand and construal level of the CSR ad content on young consumers' perceptions toward the CSR ad (i.e. ad-brand congruency and perceived trust on CSR ad). This study also investigates the mediation effects of ad-brand congruency and trust on electronic word-of-mouth (eWOM) intention on social media.

Design/methodology/approach

A two (low vs great psychological distance) by two (low vs high construal level) between-subjects experimental study is conducted with samples of social media users (n = 570) in the United States. Participants were randomly assigned to view one of the four CSR ads and instructed to respond to questions in the survey. The proposed hypotheses are tested using moderated serial mediation.

Findings

The interaction between psychological distance and construal level significantly influences ad-brand congruency. When participants view detailed information content (i.e. low construal level) with an accessible luxury brand (i.e. low psychological distance) in the CSR ad, they are more likely to perceive the ad is congruent with the brand compared to the CSR ad with abstract information content. There is no difference in ad-brand congruency for the aspiration luxury brand according to different content (i.e. low vs great construal level). Importantly, however, for both brands, the results reveal dual roles of the ad-brand congruency which increases eWOM intention directly and indirectly through trust. Findings confirm serial mediation effects of ad-brand congruency and CSR trust on the eWOM intention on social media.

Originality/value

By uncovering the interaction effect of psychological distance and construal level on ad-brand congruency, this study implicates how luxury fashion brands need to differently create CSR ad content. Our findings confirm dual ways of information processing that lead to positive engagement (i.e. eWOM) on social media, particularly among young consumers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 26 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 12 March 2018

Marian Makkar and Sheau-Fen Yap

The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do…

5162

Abstract

Purpose

The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption?

Design/methodology/approach

This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai.

Findings

Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives.

Practical implications

The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands.

Originality/value

This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 22 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 11 May 2015

Ian Phau, Min Teah and Joe Chuah

The purpose of this paper is to examine how attitudes towards sweatshops, social norms and perceived behavioural control (PBC) factors influence consumers’ attitudes towards…

13668

Abstract

Purpose

The purpose of this paper is to examine how attitudes towards sweatshops, social norms and perceived behavioural control (PBC) factors influence consumers’ attitudes towards luxury fashion apparel made in sweatshops. It also examines how these variables influence purchase intention and ultimately the willingness to pay more for luxury fashion apparel not made in sweatshops.

Design/methodology/approach

A self-administered questionnaire was designed using established scales. A survey was conducted through the “mall intercept” method.

Findings

Underpinned by the theory of planned behaviour (TPB) model, attitudes and PBC were found to have an influence on intention to purchase luxury fashion apparel made in sweatshops. The intention to purchase luxury fashion apparel also significantly influences the willingness to pay more for luxury fashion apparel not made in sweatshops.

Practical implications

The research findings can be used to formulate strategies for academia, practitioners and, more importantly, policy makers to help curb sweatshop activities.

Originality/value

This paper focuses exclusively on luxury fashion apparels made in sweatshops. Status consumption is also added as a potential antecedent towards purchase intention.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 15 January 2021

Bo Ra Joo and Hye-Young Kim

Building on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate…

2518

Abstract

Purpose

Building on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public.

Design/methodology/approach

A sample of 488 US female consumers was used to test a conceptual model delineating the sequential linkages from luxury fashion brands' intentions to brand emotions (i.e. envy vs admiration) and to consumer–brand relationships (i.e. emotional brand attachment and brand forgiveness). Structural equation modeling (SEM) was performed to test the measurement and structural models.

Findings

The results indicated that luxury fashion brands' “populist” intentions had a positive impact on consumer admiration. Both consumer envy and admiration had positive effects on emotional brand attachment and brand forgiveness. However, admiration had a stronger effect than envy on these relational consumer responses.

Originality/value

This study identified that luxury fashion brands, frequently stereotyped as exclusive, can become brands admired by mass-market consumers by expressing warmth on social media. Drawing on social psychological perspectives and the BIAF, this study adds to the literature on luxury brands' social media communication by demonstrating the effectiveness of brand warmth to induce consumers' strong relational outcomes.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 9 March 2015

Sarah Giovannini, Yingjiao Xu and Jane Thomas

The purpose of this paper is to investigate Generation Y consumers’ luxury fashion consumption. Generation Y is becoming a very important segment for the luxury market in the USA…

35524

Abstract

Purpose

The purpose of this paper is to investigate Generation Y consumers’ luxury fashion consumption. Generation Y is becoming a very important segment for the luxury market in the USA. Specifically, this study is designed to investigate Generation Y consumers’ consumption of luxury fashion products from the following perspectives: the influence of self-related personality traits on their brand consciousness; and the influence of brand consciousness on consumption behaviours in terms of consumption motivations, purchase intention, and brand loyalty.

Design/methodology/approach

A conceptual model was developed to represent the proposed relationships among the related variables. An online survey was conducted and 305 valid surveys were collected. The proposed hypotheses were tested using structural equation modelling (SEM) analyses.

Findings

From the perspective of self-concept, this research shed some light on the luxury fashion consumption behaviour of Generation Y consumers. Public self-consciousness and self-esteem were both found having significant influence on Generation Y consumers’ brand consciousness and in turn their luxury consumption motivations and brand loyalty.

Research limitations/implications

Limitations for this study mainly come from the representativeness of the sample, which was recruited from a panel of a third party research group. Implications for luxury fashion brand managers and retailers focus on strategies that influence the social and self-motivation for luxury consumption and level of brand consciousness.

Originality/value

This research is unique because it focuses on luxury fashion consumption of Generation Y consumers, an emerging segment in the luxury market. Generation Y consumers’ behaviour towards luxury fashion was examined in terms of their self-related personality traits, brand consciousness, motivation, and brand loyalty.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 7 April 2021

Muhammad Kashif, Tulay Korkmaz Devrani, Aisha Rehman and Sarminah Samad

There is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored…

1905

Abstract

Purpose

There is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers. Also how value expressiveness moderates the relationship between brand hate and negative word of mouth (NWOM) is examined.

Design/methodology/approach

The study is based on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan. The structural equation modeling (SEM) technique is employed to test the proposed hypotheses.

Findings

All the proposed hypotheses are supported. Brand jealousy mediates the relationship between brand love and brand hate. Furthermore, value expressiveness buffers the relationship between brand hate and NWOM.

Practical implications

The luxury fashion marketers should focus on strengthening the symbolic identity of a luxury fashion brand via advocating its visual elements. Moreover, there is a need to advertise luxury fashion brands as exclusive to individual customers. Finally, some rewards can be offered to consumers to generate positive word of mouth (WOM) about luxury fashion brands.

Originality/value

The study of an emotional transition among luxury brand customers via a mediating role of brand jealousy is a unique theoretical contribution. Moreover, the moderating role of the value-expressiveness function examining the hate-to-NWOM path is also unique to this study.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 14 May 2018

Julia-Sophie Jelinek

This study aims to understand the lasting relationship between luxury fashion and art. The purpose of the paper is to explore whether the application of art, the cooperation with…

7961

Abstract

Purpose

This study aims to understand the lasting relationship between luxury fashion and art. The purpose of the paper is to explore whether the application of art, the cooperation with artists, the implementation of experiential strategies focusing on retail spaces and shows embedded in the strategic concept of a luxury brand lead to a competitive advantage and to a sustained value creation for luxury brands.

Design/methodology/approach

Based on the literature, the strategic role of art and the importance of experiential marketing for the value creation of European luxury fashion brands was explored through empirical data collection, consisting of 26 semi-structured in-depth interviews. The gained data have been analysed through a thematic analysis approach and triangulated to avoid bias.

Findings

The exploratory study revealed that when art is applied as a strategic tool, it is of relevance to achieve an authentic fit to the brand. When integrating art consistently and authentically within the whole value chain system, it leads to a higher brand equity.

Practical implications

The paper provides a guide for both academics and marketers as theoretical frameworks are examined, analysed and future recommendations are given, which are suited to be applied within the brand management principles.

Originality/value

The outcome contributes to a wider delineation regarding the future of luxury brands. The study reveals novel viewpoints concerning the integration of arts in luxury brand marketing and adds to existing literature.

Details

Journal of Product & Brand Management, vol. 27 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 22 September 2021

Huifeng Bai, Julie McColl and Christopher Moore

From an international retailing perspective, this empirical study aims to examine luxury fashion retailers' changing marketing strategies in China.

3848

Abstract

Purpose

From an international retailing perspective, this empirical study aims to examine luxury fashion retailers' changing marketing strategies in China.

Design/methodology/approach

Using case studies of 14 luxury fashion retailers, qualitative data were collected via 31 semi-structured executive interviews.

Findings

Both standardised global and localised multinational marketing strategies were found to have initially been employed by luxury fashion retailers entering into China. Subsequently, localised multinational strategies became increasingly important for their post-entry operations and business development, particularly in terms of their product strategies. More specifically, as well as the introduction of Chinese brand names, product design has been adapted according to Chinese market conditions, and product portfolios have been adapted to satisfy regional differences. However, localised product sourcing in China is far less common.

Research limitations/implications

As the findings are generated from China, they may not explain luxury fashion retailers' marketing strategies in other markets. Despite the relatively small sample size, the 14 luxury fashion retailer case studies originate from across a wide range of countries, retail formats and ownership structures and are therefore considered to be varied enough to represent the market.

Practical implications

The study offers practitioners insights into the success that can be generated by the manipulation of marketing strategies, particularly product strategies, within the world's second biggest luxury market.

Originality/value

This paper extends the current international retailing literature by examining and comparing the motives and practices of luxury fashion retailers and the increasing localisation of their marketing strategies in China as they move from initial market entry into their post-entry operations.

Details

International Marketing Review, vol. 39 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

1 – 10 of over 3000