Luxury Fashion Clothing

Chapter 1: Introduction Background of the Study

The Philippines is a niche market with rising standard of living. Surely, our country is part of this spectacle since the country emerging as one of the fast developing country. The growth of the Class A and B market has contributed to the increase in consumption rates of luxury fashion clothing. It shows a pristine status. The National Capital Region is the fashion hub and shopping mecca of the country.

There was long stretch recession in Europe and small population growth rate in Europe has forced many European luxury brands to expand their business to Asian market who regard Western luxury brands as a symbol of good taste. The Asian consumer does not differ from the others but their motivation to purchase luxury is different. Asia Pacific has experienced a positive economic upturn allowing significant GDP growth. However, not only the region’s economy was benefiting but also a

The young men are predisposed with the commercialization, internationalization, and the many changes in the value, economy, and culture. The luxury brand sellers should be able to identify what stimulates a Filipino male student to buy luxury fashion clothing. This is in order to design the most effective strategies to use in penetrating the market and keeping customer loyalty.

Although, a lot of research covers the increasing demands of luxury fashion clothing, the study on the luxury consumption behavior is limited and scarce. Hence, the study should examine the impact of personal values, social recognition, and demographics on male students toward luxury clothing. Those variables are influential when it comes to the involvement the purchasing intention of male students who are very susceptible with what others perceive and being accepted in the