Luxury Fashion Brands: Factors Influencing Young Female Consumers’ Luxury Fashion Purchasing in Taiwan. / Chaney, Isabella; Wu, Meng-Shan; Chen, Cheng-Hao Steve; Nguyen, Bang; Melewar, T.C.

In: Qualitative Market Research: an international journal, Vol. 18, No. 3, 08.06.2015, p. 298-319.

Research output: Contribution to journalArticle

Published

Standard

Luxury Fashion Brands: Factors Influencing Young Female Consumers’ Luxury Fashion Purchasing in Taiwan. / Chaney, Isabella; Wu, Meng-Shan; Chen, Cheng-Hao Steve; Nguyen, Bang; Melewar, T.C.

In: Qualitative Market Research: an international journal, Vol. 18, No. 3, 08.06.2015, p. 298-319.

Research output: Contribution to journalArticle

Harvard

Chaney, I, Wu, M-S, Chen, C-HS, Nguyen, B & Melewar, TC 2015, 'Luxury Fashion Brands: Factors Influencing Young Female Consumers’ Luxury Fashion Purchasing in Taiwan', Qualitative Market Research: an international journal, vol. 18, no. 3, pp. 298-319. https://doi.org/10.1108/QMR-02-2014-0016

APA

Chaney, I., Wu, M-S., Chen, C-H. S., Nguyen, B., & 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), 298-319. https://doi.org/10.1108/QMR-02-2014-0016

Vancouver

Chaney I, Wu M-S, Chen C-HS, Nguyen B, Melewar TC. Luxury Fashion Brands: Factors Influencing Young Female Consumers’ Luxury Fashion Purchasing in Taiwan. Qualitative Market Research: an international journal. 2015 Jun 8;18(3):298-319. https://doi.org/10.1108/QMR-02-2014-0016

Author

Chaney, Isabella ; Wu, Meng-Shan ; Chen, Cheng-Hao Steve ; Nguyen, Bang ; Melewar, T.C. / Luxury Fashion Brands: Factors Influencing Young Female Consumers’ Luxury Fashion Purchasing in Taiwan. In: Qualitative Market Research: an international journal. 2015 ; Vol. 18, No. 3. pp. 298-319.

BibTeX

@article{ea5e452e327e4f28b447dd6a86b9ecde,
title = "Luxury Fashion Brands: Factors Influencing Young Female Consumers{\textquoteright} Luxury Fashion Purchasing in Taiwan",
abstract = "Purpose– This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries.Design/methodology/approach– Analysis of data collected using face-to-face semi-structured interviews with 23 fashion-conscious females aged 18-32 years 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 paper 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.",
author = "Isabella Chaney and Meng-Shan Wu and Chen, {Cheng-Hao Steve} and Bang Nguyen and T.C. Melewar",
year = "2015",
month = jun,
day = "8",
doi = "10.1108/QMR-02-2014-0016",
language = "English",
volume = "18",
pages = "298--319",
journal = "Qualitative Market Research: an international journal",
issn = "1352-2752",
publisher = "Emerald Group Publishing Ltd.",
number = "3",

}

RIS

TY - JOUR

T1 - Luxury Fashion Brands: Factors Influencing Young Female Consumers’ Luxury Fashion Purchasing in Taiwan

AU - Chaney, Isabella

AU - Wu, Meng-Shan

AU - Chen, Cheng-Hao Steve

AU - Nguyen, Bang

AU - Melewar, T.C.

PY - 2015/6/8

Y1 - 2015/6/8

N2 - Purpose– This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries.Design/methodology/approach– Analysis of data collected using face-to-face semi-structured interviews with 23 fashion-conscious females aged 18-32 years 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 paper 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.

AB - Purpose– This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries.Design/methodology/approach– Analysis of data collected using face-to-face semi-structured interviews with 23 fashion-conscious females aged 18-32 years 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 paper 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.

U2 - 10.1108/QMR-02-2014-0016

DO - 10.1108/QMR-02-2014-0016

M3 - Article

VL - 18

SP - 298

EP - 319

JO - Qualitative Market Research: an international journal

JF - Qualitative Market Research: an international journal

SN - 1352-2752

IS - 3

ER -