•Consumers actively curate combinations of fashion brands on social shopping sites.•Combining (sometimes disparate) fashion co-brands is typical in online curation.•Consumer curation reveals the ...implicit brand categorizations consumers have adopted.•Consumer-curated online fashion displays differ in their popularity and success.
Consumers engage in online curation using branded items (e.g., product images) on social shopping websites (i.e., sites that combine commerce and social media) in ways that can have important implications for fashion brands. Beyond being passive recipients of a brand’s marketing message, consumers now actively participate in co-creating the brand by combining brands and presenting them to others, generating novel co-branding connections and revising brand categorization. We use behavioral data collected from two communities on a popular social shopping site (Polyvore.com) and employ a clustering technique to demonstrate that curating consumers are assembling different brands together, thus creating implicit brand associations. We additionally conduct an analysis of curated fashion displays to understand which features make a display more popular. Looking at consumer curation behavior on social shopping sites, fashion brand managers can better understand the ways in which their brands’ images are being co-created by consumers.
This study examined the effect of NFT (Non-Fungible Token) characteristics on brand attachment within the context of luxury fashion brands in China. Quantitative methodology was employed, involving ...the distribution of survey questionnaires to luxury fashion consumers aged 21 to 41 in four Tier 1 cities in China. The results indicate that all five NFT characteristics (NFT scarcity, NFT exclusivity, NFT design aesthetics, and NFT novelty) have a positive influence on Chinese consumers' perceived hedonic value, which in turn, contributes to their emotional attachment with luxury fashion brands. Additionally, perceived NFT-brand fit plays a moderating role in the relationship between consumers' perceived hedonic value and brand attachment. This study reveals the psychological responses of consumers towards NFTs and their corresponding behavioral reactions to the NFT marketing strategies of luxury fashion brands. The findings introduces a fresh perspective to the literature on NFT marketing and the consumption behaviors of Chinese consumers.
PurposeThis study aims to analyze the content on corporate social responsibility (CSR) of Gucci, Prada and Ermenegildo Zegna on the social networks Instagram, Facebook and TikTok in order to examine ...the focus of the publications of these luxury brands, what type of content is more frequent and which ones generate more interaction and engagement.Design/methodology/approachAn interpretive content analysis of a sample of 92 posts on CSR published between December 2021 and June 2022 is used. For this purpose, an analysis sheet validated through theoretical constructs and pilot testing is used.FindingsMost of the social responsibility content of the fashion brands analyzed is linked to the use of sustainable materials, the protection of natural spaces and, in the particular case of Prada, the protection of the oceans. The posts that achieve the highest interactions are videos and photo reels. Although the strategies that significantly increase brands' reach on social networks are collaborations and joint posts with other fashion brands, as is the case of Gucci with NorthFace and Prada with Adidas. Also, one of the main findings of this research has been to identify that brands may be using TikTok – perhaps experimentally – to reach stakeholders in Asian countries, especially China, where other platforms such as Instagram or Facebook may have a more limited reach.Originality/valueThis research shows that the social responsibility activities of luxury fashion brands leverage the content marketing strategy in social networks. It also demonstrates the importance of the Asian market (mainly Chinese) in the outreach strategies of brands, as is the case of Gucci and Prada, which bet on CSR activities for the protection of the Asian tiger in the framework of the year of the tiger in the Chinese horoscope, as well as the publication of certain content on TikTok.
PurposeThe purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating ...the use of multichannel and omnichannel strategies.Design/methodology/approachTo determine the differences between fashion and apparel brands in terms of marketing channel used, a multiple case study approach was selected based on a sample of nine well-known and successful fashion brands from three different price segments. The research was carried out by analysing the online and mobile presence of the brands, company reports, news, magazines, and other types of articles.FindingsThe results illustrate that fashion brands tend to act in the same way and have only slight differences concerning the number of channels and features available to clients despite the price segment they belong. The findings indicate that the brands under study have good channel integration, order tracking, on-line communication, and social media. Overall, the findings allow concluding that irrespective of the price segment, all fashion brands act almost in the same way and present only slight differences between the number of channels used and features available.Originality/valueThe current study provides an innovative price-segmented comparison on channel use and integration by fashion brands' and additional valuable information about channel strategy that can be used to guide new comparative research and helps new brands defining points-of-parity and points-of-difference with regard to market standards.
This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a ...research model, we used the theories including lovemark theory, engagement theory and brand equity theory. As a result, this research investigates the impact of SMMa, community engagement, and lovemark on brand loyalty. Using an online survey, we collected data from 464 female participants who are following luxury fashion brands on major social networking sites including Facebook, Instagram, Snapchat, and Twitter. Results using PLS revealed that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, we find that SMMa has no direct influence on brand loyalty.
The purpose of this paper was to investigate the emerging changes in Russian premium fashion brand consumers' behavior on the eve of the COVID-19 pandemic and international economic sanctions, the ...impact on foreign fashion brands' decisions to leave the market, and the willingness of some Russian fashion designers to scale their businesses and occupy vacated market niches. This problem had arisen for the first time; the situation is unexpected and unique. Therefore, the researchers combined multiple methods of data collection: (1) Observation; (2) Netnography to identify emerging changes in Russian consumers’ behavior, which increases the objectivity of the data obtained since personal contact was excluded; and (3) Expert in-depth interviews to assess the situation by Russian fashion designers. QDA and qualitative content analysis were used. Fashion designers in Russia percept the situation as an opportunity for business development, similar to the situation that occurred in Iran, but entrepreneurs understand the market risks and expect more serious measures of state support for business. The results may inform state policymakers and stakeholders about the stated changes in consumer behavior and the capabilities of Russian entrepreneurs to scale the business, which will help identify possible growth vectors for domestic fashion designers in the premium sector. Doi: 10.28991/ESJ-2023-SPER-010 Full Text: PDF
Purpose
Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior. The purpose of ...this study is to examine the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior.
Design/methodology/approach
A total of 257 respondents were included after distributing a structured questionnaire by surveying real luxury consumers in Delhi. Data were analyzed using structural equation modeling.
Findings
The results of the study indicated that subjective norm was the most important determinant of the purchasing intentions for luxury fashion goods, followed by attitude. Perceived behavioral control was not found to have a significant relationship with purchasing intentions, but it showed a strong positive relationship with actual purchasing behavior.
Originality/value
This study provides new theoretical insights regarding luxury consumer behavior in India. It explains the motivating factors behind purchasing intentions for luxury goods among Indian consumers. The findings of the study will provide great help to global luxury companies in formulating their penetration and expansion strategies in the Indian market.
Purpose
Fashion brand love is a central concept in the consumer‐brand relationship domain. Brand managers tend to create more lovable brands, e.g. McDonald's “I’m lovin it”. However, the importance ...of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand personality and brand image on brand love has not been investigated in any empirical research. This paper aims to address this gap by developing a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) to investigate the relationships among them.
Design/methodology/approach
Data were collected using a survey method and usable questionnaires were completed by 250 undergraduate students. Path analysis was used to test the hypotheses using AMOS 16.0.
Findings
Results revealed that only brand image is considered as a determinant of brand love that affects WOM along with brand personality.
Practical implications
Results provide detailed implications and a platform on which future research can be built.
Originality/value
The extant love research seems to be solely in the US context. To the best of the author's knowledge, this is the first study to investigate the concept of brand love outside the USA.
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