The impact of Luxury Fashion on Consumer Behaviour

O’Reilly, Connor (2021) The impact of Luxury Fashion on Consumer Behaviour. Masters thesis, Dublin, National College of Ireland.

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Abstract

This paper explores the impact on an individual’s self-esteem, satisfaction with life and age within the luxury fashion industry. The 21st century consumer is always changing and the need to understand their wants and desires should be at the forefront of any business operating regardless of what industry they are in.

This research was based upon a comprehensive literature review diving into the consumer raised in today’s digital era followed by a quantitative research approach through a questionnaire with 98 participants who themselves had an intertest in the luxury fashion industry and are between the ages of 18-35. All the data that was collected was converted into numbers using Excel. Based on the results from the findings of the study, it was concluded that age does not impact on whether an individual has an interest and or have a willingness to purchase luxury clothing. Furthermore, an individual’s self-esteem is not impacted on the interest and willingness to purchase luxury clothing. Finally, one’s satisfaction with has no significant impact on whether an individual has an interest and or willingness to purchase luxury clothing. Secondary data was obtained through a literature review to develop a theoretical understanding that would in return support the findings.

The primary conclusion of this research is that the luxury industry has an influence on an individual’s life. Regardless of their age they are willing to pay the high prices presented by luxurious brands as well as their self-esteem and satisfaction with life being impacted by their choices in shopping.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Luxury shopping; luxury brands; consumer behaviour; millennials; fashion brands; self-esteem; life satisfaction
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Clara Chan
Date Deposited:	22 Feb 2022 14:57
Last Modified:	22 Feb 2022 14:57
URI:	https://norma.ncirl.ie/id/eprint/5476

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