luxury brands
SYNOPSIS OF PREFERENCES OF YOUNG PEOPLE TOWARDS LUXURY BRANDS
PREFERENCES OF YOUNG PEOPLE TOWARDS LUXURY BRANDS
Intoduction:-
“Luxury is a necessity that begins where necessity ends.”
Whenever you switch on the television, or flip through the pages of magazines, you are bombarded with celebrity news and reality shows that touch your inner needs to feel beautiful, important and recognized. Those gorgeous people in advertisements tell you that their lifestyle and material possessions like clothes and accessories can make you beautiful as well, and help you to be part of their world. All you need to do is to buy the right fashion brands by the right designers. Then you start to crave for the Louis Vuitton bag or the Chanel glasses. Soon you are hooked by the luxury. Fashion has always played a significant role in the history of the great civilizations. With the clear differences between social classes the consumption of luxury was limited to the elite classes. The nineteenth century marked the beginning of the luxury goods sector and the start of many of the highly valuable luxury brands that we know today, e.g. Gucci, Hermes, Cartier and Louis Vuitton in France, Burberry in England and Bvlgare in Italy. Nowadays, the luxury fashion sector is the fourth largest revenue generator in France, and one of the most remarkable sectors in Italy, Spain, the USA and the emerging markets of China, Russia and India. The luxury industry has increased impressively having a huge growth in demand. The luxury consumer is powerful. Consumers have much choice in products, shopping channels and pricing of luxury goods. The aim of this study is to examine young people’s attitudes, i.e. their beliefs, feelings and purchase intentions, towards luxury brands. The author tries to find out what “luxury” means to young people, what influences their consumer decision-making, and on a small scale, young adults luxury brand awareness.
PREFERENCES OF YOUNG PEOPLE TOWARDS LUXURY BRANDS
Intoduction:-
“Luxury is a necessity that begins where necessity ends.”
Whenever you switch on the television, or flip through the pages of magazines, you are bombarded with celebrity news and reality shows that touch your inner needs to feel beautiful, important and recognized. Those gorgeous people in advertisements tell you that their lifestyle and material possessions like clothes and accessories can make you beautiful as well, and help you to be part of their world. All you need to do is to buy the right fashion brands by the right designers. Then you start to crave for the Louis Vuitton bag or the Chanel glasses. Soon you are hooked by the luxury. Fashion has always played a significant role in the history of the great civilizations. With the clear differences between social classes the consumption of luxury was limited to the elite classes. The nineteenth century marked the beginning of the luxury goods sector and the start of many of the highly valuable luxury brands that we know today, e.g. Gucci, Hermes, Cartier and Louis Vuitton in France, Burberry in England and Bvlgare in Italy. Nowadays, the luxury fashion sector is the fourth largest revenue generator in France, and one of the most remarkable sectors in Italy, Spain, the USA and the emerging markets of China, Russia and India. The luxury industry has increased impressively having a huge growth in demand. The luxury consumer is powerful. Consumers have much choice in products, shopping channels and pricing of luxury goods. The aim of this study is to examine young people’s attitudes, i.e. their beliefs, feelings and purchase intentions, towards luxury brands. The author tries to find out what “luxury” means to young people, what influences their consumer decision-making, and on a small scale, young adults luxury brand awareness.
References: Review of Literature:- (Hansen & Wanke, 2011) Luxury is highly desirable, but affordable only to a few