• Title/Summary/Keyword: fashion luxury product

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The Effect of Consumer-Brand Relationship of Fashion Luxury Product on Brand Loyalty (패션 명품 소비자-브랜드 관계가 관계 만족과 브랜드 충성도에 미치는 영향)

  • Kim, Soo-Jin;Chung, Myung-Sun
    • The Research Journal of the Costume Culture
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    • v.16 no.6
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    • pp.1076-1086
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    • 2008
  • The purpose of this study were to examine the effect of consumer-brand relationship of fashion luxury product on brand loyalty and the mediating effect of consumer satisfaction. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; self-connection, interdependence, attachment. Second, the consumer-brand relationship significantly influenced on the brand loyalty. Third, the consumer-brand relationship significantly influenced on the consumer satisfaction. Fourth, the consumer satisfaction significantly influenced on the brand loyalty. Fifth, the consumer-brand relationship had both direct and indirect effects on brand loyalty mediated by consumer satisfaction. The results indicated that causal relationship was existed among these three variables.

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Marketing Strategies of Imported Fashion Luxury Brands according to the Types of Retailers (해외 패션 명품 브랜드의 유통업태별 마케팅 전략)

  • Shin, Su-Yun;Kim, Min-Jung
    • Journal of the Korean Society of Clothing and Textiles
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    • v.30 no.2 s.150
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    • pp.221-232
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    • 2006
  • The purposes of this paper were to identity the present condition of the imported fashion luxury brands' market arid to analyze the differences of marketing strategies according to the types of retailers. We selected 3 department stores, 5 luxury brands, 5 stores in Dongdeamun Market, and 5 internet luxury shopping malls, and conducted key informant survey to 20 experts. The brands in department stores consisted the goods according to VIPs' pre-orders, sales of the previous year, and fashion trends, and offered the differentiated customer services to VIPs. The stores in Dongdaemun Market bought the products from the parallel importers or imported the goods from the original nations of the brands by themselves. The goods in stock and steady sellers were comprised of the main portion of all products, and leather goods were dominated. The price of goods in stock was about $30\∼50\%$ lower than the normal price of department stores, but the new products' price was only about 10$\%$ lower than that of department stores. Luxury shopping malls could be classified into two types; one conducted both product buying and commission sale, and the other conducted commission sale only. In former case, however, the product buying portion was under 30$\%$. Product assortments and the price strategy were similar to the stores of Dongdeamun Market, and CRM was conducted partially.

Characteristics of New Luxury in Louis Vuitton's D2C-Based Mobile Application (D2C(Direct-to-Consumer) 기반 루이비통 모바일 앱에 나타난 뉴 럭셔리(New Luxury) 특성)

  • Kim, Mikyung;Yim, Eunhyuk
    • Journal of the Korean Society of Clothing and Textiles
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    • v.45 no.5
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    • pp.741-757
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    • 2021
  • In addition to direct sales to consumers, the direct-to-consumers (D2C) strategy, which provides specialized experiences and services, communicates closely with a consumer's perspective. This tendency is related to the recent trend wherein the luxury fashion system is being transformed into a new luxury. Therefore, this study analyzes the development of online D2C platforms and investigates the characteristics of new luxury from the functional, symbolic, and experiential dimension perspectives based on mobile apps, which is becoming increasingly important among online D2C platforms. Based on the study results, the premium of new luxury fashion displayed in Louis Vuitton's mobile D2C platform in terms of product utility and functionality is newly defined as a usable luxury experience. Moreover, from the heritage perspective, based on the cultural sympathy of the brand contents, we determine that an attachment can be formed between new luxury fashion consumers and brands. Additionally, the personalization service and experiential content on the D2C platform can directly afford emotional and bonding induced brand immersion in a playful way.

The effect of attribute evaluation and consumption value on the purchase involvement in the global luxury fashion brands (소비자의 글로벌 럭셔리 패션브랜드 속성 평가 및 소비가치가 구매 관여에 미치는 영향)

  • Kim, Mun Young
    • The Research Journal of the Costume Culture
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    • v.28 no.2
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    • pp.215-228
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    • 2020
  • The purpose of this study is to evaluate the attributes of consumers global luxury fashion brands and to find the impact of consumer value, meaning the social and pleasure values derived from brands on product purchase involvement. The method in this study was analysis of a total of 298 responses to a questionnaire. The results indicate, first of all, that among the attribute evaluations of global luxury brands, traditionality and splurge affect purchasing involvement. However, prestige and originality were found to have no influence on purchasing involvement. Second, the responses to the questionnaire indicate that social and pleasure values had a statistically significant effect on purchase of luxury brands. Third, the value of cross-group attributes evaluation and consumption value to differences in purchase involvement has had statistically significant results. In conclusion, the traditional and Splurge natures of the luxury global fashion industry's brand, social consumption value and pleasure consumption value affect the level of purchase involvement. This underscores the importance of attribute Evaluation(traditional and splurge) and consumption value(social and pleasure) when planning consumer marketing strategies for global luxury fashion brands in the future.

A Study of Creative Strategy of Luxury and Domestic Fashion Advertisement (해외명품광고(海外名品廣告)와 국내(國內)패션광고(廣告)의 크리에이티브 전략(戰略)에 관(關)한 연구(硏究))

  • Lee, Seung-Hee;Yoo, Seon-Ae;Lee, Ju-Yeon
    • Journal of Fashion Business
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    • v.11 no.2
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    • pp.113-128
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    • 2007
  • The purpose of this study was to comparatively analyze advertisements of prestigious products and domestic fashion brands through fashion magazines. Especially, a comparative analysis of creative advertising strategies of prestigious products and fashion brands will be vital in establishing advertising strategies and marketing planning of domestic fashion brands. This study targeted and analyzed all the advertisements of prestigious fashion products and domestic career women's high-end casual brands printed in VOGUE KOREA and ELLE KOREA in 2005 and 2006. Descriptive statistics and x2-test were used. As a result of the analysis, prestigious product advertisements accounted for 197 (57.9%), and domestic fashion 143 (42.1%) out of a total of 764. Except for duplicates, the 340 advertisements analyzed, were selected for this study. Luxury fashion brand advertising accounted for more than domestic fashion brands in the magazines studied. That is luxury fashion brands have greater exposure to consumers. Based on the results drawn in this study for fashion products, various and unique advertising strategies utilizing visual factors that most effectively delivered to consumers are imminently needed as creative strategy measures in domestic fashion advertising.

Qualitative Study on the Benefit Sought and Brand Loyalty by Product Category of the Luxury Goods Through In-depth Interviews with Professionals in Fashion Industry

  • Kim, Chi Eun;Lee, Jin Hwa
    • International Journal of Costume and Fashion
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    • v.16 no.1
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    • pp.17-35
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    • 2016
  • The purpose of this study is to investigate the benefits sought by luxury good customers contingent on product category, and to understand the relationship between the benefits sought and brand loyalty. A qualitative approach was used; therefore in-depth interviews were conducted with seven panels of professionals in the luxury industry. The findings are as follows: 1) Handbag customers mainly seek the social benefits in order to express their social status by purchasing well-known, easily-recognizable brands. 2) Shoe customers primarily seek the practical-functional benefits, which are comfort and function. 3) Small Leather Goods customers seek the social benefits for themselves and as gifts for others. 4) Brand loyalty for handbag customers is reported to be low, as their primary goals are the social benefits. Rather than devoting themselves to one specific brand, handbag customers prefer to purchase from various brands. 5) Shoe customers have reportedly higher brand loyalty, as they tend to come back to brands when they are satisfied with the benefits they pursue. The findings of this study provide more information on the practical implications of luxury good customer purchasing habits. Firstly, customers pursue different benefits depending on product category, and secondly, brand loyalty differs by customers' benefits.

A Study on Luxury Brand Communication Through the Application of Contemporary Art (현대미술 적용을 통한 럭셔리 브랜드 커뮤니케이션에 관한 연구)

  • Lee, You Jung;Chung, Jae Yoon
    • Journal of the Korea Fashion and Costume Design Association
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    • v.24 no.1
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    • pp.1-14
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    • 2022
  • In the past 10 years, the luxury goods market growth has significantly outpaced other consumer goods categories. Its market value exceeded US $1.2 trillion globally in 2018. In response to this significant consumer demand, the product portfolio of luxury brands has been modified, as several products that previously were exclusive have now released lower-priced versions. This phenomenon is called new luxury. These new luxury products, however, have caused the democratization of the luxury that threatens the exclusivity of luxury brands. In this circumstance, luxury consumers are becoming disillusioned with the vulgarization of luxury goods and prefer exclusive luxury experiences. In order to keep pace with the changes in the luxury consumer needs and promote the brand image with a creative and luxurious connotation, luxury brands are increasingly associating with contemporary art through diverse channels. However, there is a lack of theoretical research investigating the main points to be considered when applying contemporary art to luxury brands and attempting effective brand communication. Therefore, this study aims to provide insights into the key issues for luxury brands when applying contemporary art for effective brand communication. An in-depth case study with the luxury fashion brand, Louis Vuitton, was carried out to better understand contemporary art applications and obtain analytical insights. Through the research, key insights were identified as follows: 1) setting a clear objective for art application based on an in-depth understanding for both the art and the luxury brand, 2) sending harmonized and coherent messages from all perspectives by using a variety of different communication channels, 3) providing a meaningful customer experience by considering the characteristics of contemporary art.

The Combination of Product Attributes in Luxury Fashion Brands (패션 명품 브랜드의 제품 속성 조합)

  • Kang, Bo-Kyung;Hwang, Jin-Sook
    • Journal of the Korea Fashion and Costume Design Association
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    • v.13 no.2
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    • pp.89-101
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    • 2011
  • The economy blocking and price competitiveness caused by globalization has generated an on-going controversy of global sourcing among high-priced luxury brands. The consumers in the global market purchase luxury goods based on both craftsmanship and the reputation of luxury brands. Factors such as the origin, brand and pricing can affect the intention of consumers to buy luxury goods. This study analyzed the optimum brand combination using conjoint analysis. The analysis was based on the selection of origin, brand name and price as extrinsic factors among attributes of customer choice. These factors were subdivided into Italian and Chinese origins, Gucci, Prada, and Miu Miu in terms of brand names, and 450,000, 750,000, and 1,500,000 Won in terms of price levels. The result showed that origin was considered the most important factor followed by brand name and pricing. This tendency tells us that customers consider origin, brand name and price in that order when purchasing luxury brands. In regards to each factor, respondents preferred Italian to Chinese origins, the Gucci to Miu Miu brand name, and 750,000 to 450,000 won for price level. Generally, women in their 20s and 30s preferred products from advanced nations at a medium-level price.

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Perceived values, price fairness, and behavioral intentions toward luxury fashion brands - A comparison of luxury, luxury-bargain, and non-luxury consumers -

  • Lim, Chae Mi
    • The Research Journal of the Costume Culture
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    • v.27 no.1
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    • pp.20-32
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    • 2019
  • This study examined whether and how consumers who seek a bargain in their shopping for luxury fashion brands differ from traditional luxury consumers or non-luxury consumers on their market-related attitudes. To do so, this study compared multi-dimensional perceived values, fairness price perceptions, satisfaction with purchase, brand loyalty, and future purchase intention among luxury consumers, luxury-bargain seekers, and non-luxury consumers. Data was obtained from online surveys and the market-related attitudes were compared using an ANOVA test. The comparion of three types of consumers revealed that luxury-bargain seekers and regular luxury consumers are distinct consumer markets. Overall, luxury consumers displayed high perceived values and brand loyalty and were fairly satisfied with the purchase at full-prices. On the other hand, luxury-bargain seekers showed significantly low perceived social value, perceived fairness toward the original price of the brands, and brand loyalty. They were satisfied with the bargain purchase but not likely to purchase the luxury at full-prices in the future. Understanding these distinct types of consumers and targeting them with different product and pricing strategies are important for luxury brands and retailers to expand luxury consumer base without diluting their brands' prestige image. Potential marketing strategies based on the findings of this study were suggested.

Purchase Behaviors on Imported Fashion Luxury Brand's Bag according to the Types of Consumption Values of Female Consumers in 20's and 30's (20-30대 여성 소비자들의 소비가치 유형에 따른 해외 패션명품 브랜드 가방 구매행동)

  • Lee, Ga-Na;Shin, Su-Yun
    • Fashion & Textile Research Journal
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    • v.14 no.4
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    • pp.554-566
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    • 2012
  • The purpose of this study was to classify the consumption values of 20's and 30's female consumers, identify the differences among the consumption value groups, and analyze purchase behaviors of imported fashion luxury brands according to the consumption value types. The subjects were 518 women who purchased luxury bags. The results of the study were as follows. First, as a result of cluster analysis to classify the consumption values of 20's and 30's female consumers, 4 groups were identified as "rare and emotional pursuit group", "functional pursuit group", "fashion pursuit group", and "social and conspicuous pursuit group". Second, 4 groups showed different luxury bag purchase behaviors, such as purchase motivation, purchase selection criteria, information source, purchase frequency, purchase cost of one time, purchase cost of year, the number of possession, purchase place, and store selection criteria. Third, rare and emotional pursuit group ranked the first in terms of product, price, and store satisfaction. Therefore, consumption values were identified as the important factor suggesting purchase behaviors of female consumers in 20's and 30's.