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

Wu, Meng-Shan Sharon, Chaney, Isabella, Chen, Cheng-Hao Steven, Nguyen, Bang and Melewar, T. C. (2015) Luxury fashion brands: factors influencing young female consumers’ luxury fashion purchasing in Taiwan. Qualitative Market Research: An International Journal, 18 (3). pp. 298-319. ISSN 1352-2752

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

Design/methodology/approach - Analysis of data collected using face-to-face semi-structured interviews with twenty-three 18-32 year-old fashion-conscious females 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 article 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.

Item Type: Article
Keywords (uncontrolled): Luxury brands; luxury purchasing motives, luxury purchase environment, luxury buying behaviour; fashion; consumer behaviour; Asian market; young female consumers, Strawberry Generation.
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 18977
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Depositing User: Tc Melewar
Date Deposited: 08 Mar 2016 10:19
Last Modified: 02 Apr 2019 09:09

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