Consumer Behavior Of Luxury Fashion

Introduction
The luxury product market grew around the world during the period from 1995 to 2007 (Amatulli, Guido, 2009). Luxury Fashion includes couture, ready-to-ware and accessories. Luxury Fashion industry is unique from other industries and they should dive in to too deep of marketing and promotion activities to sale products to a specified group of people. Luxury in the sense something expensive, which means there is something special than the ordinary. Consumers expect that specialty from a Luxury product. They consume those luxury products to expose their wealth, social class, and their state. There are few factors which effect to purchase intention for Luxury Fashion consumption. This literature survey is conducted to identify factors

“Attitudes” is the most proven factor among them and there are factors that as impact on attitudes, with their changes, consumers’ attitudes also change. In the article of “A Comparison of Chinese Consumers’ Intentions to Purchase Luxury Fashion Brands for Self-Use and for Gifts” they have define attitudes as a combination of person’s beliefs, feeling and reaction for a object or a activity thou Authors of referred articles have mentioned that attitudes as bit complex area to define (Ajzen and Fishbein 1980). They have done online suvey that contained questions designed to mesure the following variables: materialism, hedonism, Face Saving, Social Connections, attitudes toward luxury brands, attitudes toward gift giving, intention to purchase a luxury fashion brandf or self-use, and intention to purchase a luxury fashion brand for gift giving (Chen, Kim 2013). The results shows Young women with higher education in china are usually hold hedonic attitude when they purchasing luxury fashion (Chen, Kim 2013). In china Consumers’ who have affective attitudes towards luxury brands are deriving their feelings towards psychological experience with luxury brands. Li, Monroe, and Chan (1994) argued that affective attitudes have influence on consumer’ purchase intention, and more specifically, they can strongly influence purchase intention toward fashion product (Bian and Forsythe 2012). Through

Authors were designed this survey to investigate relationship of the influence of self-related personality traits on their brand consciousness; and the influence of brand consciousness on consumption behaviors in terms of consumption motivations, purchase intention, and brand loyalty to Genaration Y consumers’ consumption of luxury fashion product (Giovannini, Xu, Thomas, 2015). They have well define brand consciousness as ;”mental orientation of consumer to buy well-known branded product over other brands” (Sproles and Kendall, 1986). In other words consumers who have strong brand consciousness are tend to buy luxury bands (Giovannini, Xu, Thomas, 2015). The result shows that level of public self-consciousness has positive impact on brand consciousness (Giovannini, Xu, Thomas, 2015), the investigation found that a high level of brand consciousness positively influenced brand self-congruency motivation (Giovannini, Xu, Thomas, 2015), consumers’ brand consciousness had a positive relationship with both their brand loyalty and purchase intention for luxury fashion products. In the article of “Factors affecting Mexican college students’ purchase intention toward a US apparel brand” they have done a survey using a total of 256 college students in Mexico, and they have done that