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Luxury fashion brands: Factors influencing your female consumers' luxury fashion purchasing in Taiwan

Luxury fashion brands: Factors influencing your female consumers' luxury fashion purchasing in Taiwan
Luxury fashion brands: Factors influencing your female consumers' luxury fashion purchasing in Taiwan
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
luxury brands, asian young female shoppers, luxury-buying behaviour, luxury purchase environment, luxury-purchasing motives, strawberry generation
1352-2752
298-319
Wu, Meng-Shan
22cf1809-96a2-4076-86b3-746000b5f3bd
Chaney, Isabella
40472e52-8c24-4795-8779-353adebcae8b
Chen, Cheng
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Nguyen, Bang
7b8e2610-577a-4f04-917b-ffe20fd620c8
Melewar, T.C
6ae3581f-e9db-4405-8d94-2e0225d096f2
Wu, Meng-Shan
22cf1809-96a2-4076-86b3-746000b5f3bd
Chaney, Isabella
40472e52-8c24-4795-8779-353adebcae8b
Chen, Cheng
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Nguyen, Bang
7b8e2610-577a-4f04-917b-ffe20fd620c8
Melewar, T.C
6ae3581f-e9db-4405-8d94-2e0225d096f2

Wu, Meng-Shan, Chaney, Isabella, Chen, Cheng, Nguyen, Bang and Melewar, T.C (2015) Luxury fashion brands: Factors influencing your female consumers' luxury fashion purchasing in Taiwan. Qualitative Market Research, 18 (3), 298-319. (doi:10.1108/QMR-02-2014-0016).

Record type: Article

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

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2015 QMR w Steve -02-2014-0016 - Version of Record
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2015 QMR w Steve -02-2014-0016 - Version of Record
Restricted to Repository staff only
Request a copy

More information

Accepted/In Press date: 8 March 2015
e-pub ahead of print date: 8 June 2015
Published date: 2015
Keywords: luxury brands, asian young female shoppers, luxury-buying behaviour, luxury purchase environment, luxury-purchasing motives, strawberry generation
Organisations: Digital and Data Driven Marketing, Southampton Business School

Identifiers

Local EPrints ID: 382612
URI: http://eprints.soton.ac.uk/id/eprint/382612
ISSN: 1352-2752
PURE UUID: 8c7a2786-b5dc-4468-924e-f169edfbbc94
ORCID for Cheng Chen: ORCID iD orcid.org/0000-0002-7548-7234

Catalogue record

Date deposited: 29 Oct 2015 14:44
Last modified: 27 Apr 2022 02:00

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Contributors

Author: Meng-Shan Wu
Author: Isabella Chaney
Author: Cheng Chen ORCID iD
Author: Bang Nguyen
Author: T.C Melewar

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