• Journal of Fashion Business
• /
• v.26 no.5
• /
• pp.49-61
• /
• 2022

Advancements in technology and the proliferation of digital services have highlighted the importance of luxury brands in service environments. Based on the social exchange theory, this study investigated the interaction between customers and luxury brands in a traditional offline service encounter and a digital online service encounter. The interaction area was classified into three parts: human-human, human-digital, and human-physical environments. We qualitatively investigated the practitioners' working experiences with luxury brands. The study determined that both online and offline service encounter interactions between luxury brands and customers have become diverse. First, forming a special relationship with customers and frontline employees in traditional service encounters is important. Second, luxury brands should focus on the interaction among customers. Third, various digital tools should be considered to provide information about the brand to customers. Fourth, the exclusive benefits of offline service encounters should be maximized to stimulate positive experiences. The findings provide valuable insight to scholars and marketers on the new interaction phase between customers and luxury brands in the digital age.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.8
• /
• pp.1303-1318
• /
• 2010

This study is to understand the characteristics of Korean and Japanese consumers by analyzing the relation among consumer attitudes, concepts, and knowledge about luxury brands. In addition, the present study is to help to establish more effective marketing strategies for luxury companies by providing new data based on consumer knowledge. The author conducted a survey on a total of 816 male/female Korean and Japanese subjects ranging in age from 20 to 50s. The results of this study are as follows: First, Korean consumers have more positive attitudes toward luxury brands than Japanese consumers. Second, regarding the concepts about luxury brands, Korean consumers have concepts of luxury such as "involvement" "symbol of status" "scarcity" and "hedonism"and Japanese consumers have concepts such as "involvement" "ostentation" "high value"and "ornamentation" Third, Korean consumers are more confident in their knowledge and experiences about luxury brand consumption than Japanese consumers. The subjective knowledge has positive impacts on consumer attitudes toward luxury brands and becomes one of the reasons for the friendlier attitudes of Korean consumers toward luxury brands, compared to Japanese consumers. Fourth, the level of objective knowledge of Korean and Japanese consumers is high; but there is no statistically significant difference in the two countries.

• Fashion & Textile Research Journal
• /
• v.20 no.2
• /
• pp.143-155
• /
• 2018

The purpose of this study is elucidate the status and role of fashion house museums including art museums that are affiliated to luxury fashion brands. This study is significant in that it offers profound understanding of the history of luxury brands and the direction of communication these luxury brands are taking through online and offline museums. For research methods in this study, literature review and case studies were combined. Based on the luxury type classification by Sicard, the scope of research was determined to include the French classical luxury brands to modern luxury brands and contemporary luxury brands. Examining the current status of fashion house museums, it was found that Cartier Foundation for Contemporary Art is an art museum operated by the luxury fashion brand, Cartier. Other fashion house museums in operation included $Herm{\grave{e}}s$ Museum, Foundation Louis Vuitton Museum, $Crist{\acute{o}}bal$ Balenciaga Museum, Yves Saint Laurent Museum, Gucci Museum, Christian Dior Museum, Prada Foundation Museum, Ferragamo Museum, Armani Silos, and so on. As for online museums, there was Valentino Garavani Virtual Museum. These luxury fashion brands' museums serves the following roles: provides references to the fashion industry professionals and researchers; differentiates the brand as means of experience marketing; promotes the brand and enhances brand communication through exhibitions of the founder and designers; archive the brand's design and builds the brand's history as a means of storytelling marketing.

• Fashion & Textile Research Journal
• /
• v.10 no.2
• /
• pp.191-197
• /
• 2008

Despite increasing consumption of luxury brands, research about consumption of luxury brands is limited.The purpose of this article is to gain a deeper understanding of important role of intrinsic consumption motivations in consumption of luxury brands. This article investigated the relationships among consumption motivations, conspicuous consumption belief, Product quality belief, and attitude toward consumption of luxury brands using structural equation modeling. The results reveal that, other-oriented consumers were likely to have strong conspicuous consumption belief,whereas consumers with strong self-oriented value tended to place more importance on product quality attribute of luxury brands. Moreover, Consumers who take into account extended-self tended to have strong conspicuous consumption belief while consumer who put more importance on experientialism were more likely to have greater importance on product quality atthbute. And both conspicuous consumption belief and product quality belief influenced positive attitude formation toward luxury brands.

• Journal of Families and Better Life
• /
• v.21 no.5
• /
• pp.181-192
• /
• 2003

This study examined college students' propensity for materialism and conspicuous consumption, and their preference for imported-luxury brand products. This study also identified the factors that influence college students preference for the imported-luxury brands. The data were obtained from a questionnaire completed by 4-year-college students (N=309), and were analyzed by t-tests, ANOVA, and multiple regression analyses. The findings of this study are as follows: First, college students' propensities for both materialism and conspicuous consumption were a little higher than the middle points of the scales. Their preference for imported-luxury brands was a little below the middle point of the scale. Second, the propensity for materialism was higher among first- and second-year students than among third- and fourth-year students. The occupation of household head was significantly related with the levels of materialism and conspicuous consumption, as well as the preference for imported-luxury brand products. Female students were more likely to prefer imported-luxury brands. Those with a higher income and subjective level of living were more likely to have the propensity for conspicuous consumption and preferences for imported-luxury brands. Third, the imported-luxury brands preferences were positively associated with the propensities for both materialism and conspicuous consumption.

• Journal of Fashion Business
• /
• v.17 no.6
• /
• pp.125-140
• /
• 2013

The aim of this study was to analyze e-commerce sites of luxury fashion brands in order to provide insights on how to enhance online site quality. For the research, forty-eight components of thirty-one luxury fashion brands' e-commerce sites were investigated during October 2013. For the analysis of clustering e-commerce site components and segmenting e-commerce sites of luxury brands, a hierarchical cluster analysis was applied through using the Ward's method and squared Euclidian distance for binary data. Further, Fisher's exact test was applied in order to distinguish three groups of characteristics in the luxury e-commerce sites. These analyses were carried out by SPSS 21. The result indicated that the components of e-commerce sites were grouped into three categories: basic elements, additional elements and elements of building brand identity. These components were categorized by whether their functions were basic and essential or additional and advanced. The other norm of categorization was related to brand identity. Furthermore, the luxury brands' e-commerce sites were segmented into three groups: a group of endeavoring to promote goods, a group of undistinguished performance, and a group of endeavoring to intensify brand identity. In this segmentation, brand identity or promotional aspects were decisive. Overall, luxury brands were trying to convey their traditional strength through their e-commerce sites. In order to achieve this purpose, brand identity or promotional aspects played an important role.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.23 no.1
• /
• pp.87-102
• /
• 2021

The purpose of this study is to consider effective digital marketing strategies through analysis of luxury fashion brands. This study conducted both quantitative analysis and case studies of the brands Louis Vuitton, Gucci, Burberry, and Chanel. To measure the brand image of the luxury fashion brands, the survey was distributed to Millennials, and total of 277 responses were used for the final analysis by using SPSS 25.0 statistical program. Other than survey, this paper analyzed digital marketing strategies of luxury fashion brands through brand-related papers, website and social media of each brand, Samsung Designnet's database, and news posted on search engines. The results of this study are as follows: First, according to the result of examining brand image of luxury fashion brands, there was no significant difference between brands, except Gucci. Second, this study analyzed each luxury fashion brand to understand the characteristics of digital marketing, and common characteristics were identified. Third, by analyzing the brand image and digital marketing strategies of luxury fashion brands, it was confirmed that Gucci's brand image and digital marketing strategies were consistent, while there was a difference between Burberry's brand image and digital marketing strategy. Therefore, this article proposes the following digital marketing strategies that are suitable for luxury fashion brands. First, is the connection of on/offline channels. Second, is the use of AI technology. Third, is a blockchain-based platform.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.2
• /
• pp.252-265
• /
• 2010

Most luxury fashion brands have a strong brand identity and the product design characteristics of a brand are critical factors that influence brand identity. The design of products influence brand identity and play an important role in the choice by consumers in which brand to purchase. This study investigates the impact design characteristics of luxury brands on brand attitudes as well as purchase intentions in the examination of the differences in the impact influence by product category and consumer characteristics. The product design of brands was evaluated and measured by innovative and traditional characteristics. The product categories were divided into apparel, bags, shoes, and accessories. The consumer characteristics used in this study are fashion involvement, age, income, and the amount of money used for purchasing fashion products. Sample brands, Louis Vuitton, Chanel, Hermes, Burberry, and Gucci, were extracted from the Intel-brand's Luxury Brand Ranking 2008 and pilot tested for appropriateness. The data collected from 120 luxury consumers and 92 samples were statistically analyzed with SPSS 15.0, reliability test, factor analysis, ANOVA, frequency test, regression, and t-test. The findings are as follow. First, luxury brands were divided into two groups by innovative design characteristics and traditional design characteristics; innovative design characteristics show a significant influence on brand attitude and purchase intention. Second, only fashion related behavior factors among consumer characteristics became moderators when design characteristics influenced brand attitude and purchase intention. Third, the differences in purchase intention affected by design characteristics were found in bags, shoes, and accessories category. It is necessary for luxury brands to focus on innovative design characteristics and to specify the different needs of consumers through fashion related behavioral factors. This research will be useful to luxury brands in designing products and planning marketing strategies by offering specific information for luxury brand consumers.

• Journal of Fashion Business
• /
• v.18 no.6
• /
• pp.19-37
• /
• 2014

This study attempts to explain the unique patterns in Korean consumer behavior regarding the luxury fashion brands' donation activities by exploring the moderating effects of corporate ability (CA) and subjective norm (SN) on the relationship between donations and consumers' brand preference, brand trust, and purchase intention. A total of 209 completed questionnaires, collected from online surveys, were analyzed using moderated multiple regression. The result shows that donation amount information positively influences consumers' brand preference, brand trust and purchase intention toward luxury fashion brands. Next, CA strengthens the relationships between donation amount information and consumers' brand trust and purchase intention. SN from the opposite gender compensates for the negative effect of negative donation amount information on consumers' trust toward luxury fashion brands, whereas SN from the same gender does not influence those relationships. This study provides a deeper understanding of luxury fashion brands' donations and consumer responses in South Korea-one of the important test markets for luxury fashion brands to expand their business to Asian countries.

• Journal of the Korean Society of Costume
• /
• v.62 no.1
• /
• pp.49-61
• /
• 2012

The purposes of this study were study intended to investigate effects of conspicuous consumption, sales promotions and images of the country of manufacture on Chinese consumers' purchasing attitudes to fashion luxury brands. The study was conducted by experimental conspicuous consumption(2)X[types of sales promotions(2) X images of the country of manufacture(2)] design by combining the 3 variables mentioned above. 312 women living in Chengdu were collected for this study. For data analysis, factor analysis, T-test, frequency analysis and ANOVA were used. The results were as follows: First, Chinese consumers' favor to fashion luxury brands: 2-way interactions, in sales promotions and images of the country of manufacture, was found for favor to fashion luxury brands. Second, Chinese consumers' purchase intent to fashion luxury brands: only the main-effects of conspicuous consumption and images of the country of manufacture was meaningfully positive. It demonstrates that only conspicuous consumption and images of the country of manufacture effected Chinese consumers' purchase intent to fashion luxury brands.