9/14/2019

Luxury Apparels
Consumer Behaviour Project

Group 1B
XLRI JAMSHEDPUR

AKHIL NAIR | ARJUN RAJ | BHARGAV Y | HARSHIT MITTAL | RAGHU | VENKATESH K

 Group No: 1B - Luxury Apparels

Contents

Literature Review ................................................................................................................................. 2

Target Group for Luxury Apparel Goods .......................................................................................... 8
Income ................................................................................................................................................ 8
Culture: ............................................................................................................................................... 9
Location .............................................................................................................................................. 9
Cohort Perception ............................................................................................................................... 9
Self-Consciousness and Reference group: ........................................................................................ 10
Buying motivation for luxury goods and impact of internal/external factors and social media .. 11
Research Methodology ........................................................................................................................ 15
Interview Recordings ........................................................................................................................... 16
Findings & Conclusion .......................................................................................................................... 16
References ............................................................................................................................................ 17
 Group No: 1B - Luxury Apparels

Literature Review
Before we try to make sense of the information obtained from the interviewees, we went
through the multiple documents available online on this subject in order to better understand
the context and help smoothen the process by asking the right questions. The citations are
included at the end of the document

Nueno and Quelch (1998) defined luxury brand as one whose functionality to price ratio is
low, while the intangibility and situational utility to price ratio is high”. Vigneron and
Johnson (2004) hypothesized that luxury brands typically score highly when measured on five
dimensions, namely,

• perceived conspicuousness,
• uniqueness,
• extended-self,
• hedonism and
• quality to create a long-lasting effect in the market.

Segments:

According to Narayan (2012), the luxury apparel shoppers in India can be divided into the
following segments:

1. Richie Rustie: people who do not follow any pre-defined patterns and are difficult to
stereotype. They tend to buy luxury brands for a variety of reasons and are difficult to
fit into any segment.
2. Vivacious Vivant: This segment is made up of of self- made entrepreneurs or
professional business executives who like to spend money to enjoy life, without feeling
guilty. They prefer celebrate working hard during the day by buying luxury brands.
3. Political Prowler: This segment likes to acquire anything new with the money they
have accumulated. They are acquisitive in general and have a childlike mentality of
coveting new things. The sources of their riches are not well defined but they contribute
the most to the purchase of luxury brands.
4. Affluent Ascetic: These are highly rich people who want value for money. So, they
may buy Versace shoes and at the same time won’t be embarrassed about buying
Kolhapuri chappals. They buy luxury products only when their needs are satisfied
 Group No: 1B - Luxury Apparels

5. Classy Connoisseur: These are super high net worth individuals who buy luxury
products for their internal satisfaction. For these people, luxury is a part of day-to-day
life and they generally have a unique style and sense of fashion.
6. Flashy Flaunter: This segment buys luxury brands to achieve a certain status in society
and hence look for products where luxury is visible in the form of logos and well-known
symbols. These people buy flashy luxury products like watches and cars but will not
buy luxury products such as lingerie & high-quality home fittings where luxury is not
extrinsically visible

Quality, emotion and rarity for the consumers (Pilelienė, 2012) are the three factors that are
associated with luxury brands. They provide functional (physical benefits), symbolic (status,
social standing and recognition) and experiential (emotions, feelings, sensation, etc.) values
to consumers (Berthon et al., 2009). Luxury brands also grant psychological and sensory
pleasure (Hagtvedt and Patrick, 2009), financial & individual satisfaction (Wiedmann et al.,
2007) with prestige and status (Mason, 1993). These brands tend to generate a feeling of
exclusivity, a strong identity, brand awareness & perceived quality and typically tend to have
a loyal customer base.
Based on the available literature, we would like to understand the role played by different
factors such as price, aesthetics, perceived premium-ness, buying environment &
exclusivity in building the brand value of a product in the luxury apparel segment.

Price

• Indians culturally are value seeking in nature and typically look for a good bargain.
They consistently look for value and seek information with respect to at what value
they can get brands internationally.
• Affordable luxury brands like Michael Kors, Kate Spade, Coach and Charles and Keith
have been fruitful in catching the hearts of youthful optimistic Indian consumers. These
global brands give a choice to the brand-cognizant Indian customers to purchase
grown-up toys at a much lower costs than the normal luxury brand. As indicated by
Euromonitor International, this segment is quickly growing at the pace of 40% per
annum, outpacing rest of the segments.

Aesthetics
 Group No: 1B - Luxury Apparels

• Consumers are prepared to experiment; they have started becoming bold. It's not
ordinary pattern of purchasing any longer. Individuals are prepared to explore different
avenues regarding colours, hues & styling independent of age.
• Male purchasers focus on functional qualities of the apparels, while female buyers
stress on the auxiliary relations and interpretive measurements (Jausovec and
Jausovec, 2009). Female shoppers for the most part involve in a comprehensive
attribute search mechanism as compared to Male shoppers (Meyers-Levy and
Maheswaran, 1991; Meyers-Levy and Sternthal, 1991). Albeit male shoppers utilize
single derivation heuristic cues got from the nature of the errand, female purchasers
prefer a holistic methodology post handling all the subsequent cues.
• Consumer motivations (specifically, utilitarian, individual and social) go about as a
precursor of luxury buying behaviour in influencing the alternative assessment and last
buy process
• An entire range of perceptions governs the purchasing behaviour of luxury brands in
design. Several male respondents felt that luxury brands purchase motives had moved
from Show-off to smugness

The real inspiration driving luxury purchase and utilization in metro urban communities was
self-articulation. Respondents referenced that they need to purchase luxury for status,
quality, style and selectiveness.

Differentiating thought processes were seen in terms of non-metro urban areas. When all is
said in done, the real intention behind luxury utilization was social acknowledgment and
vulnerability decrease. "Luxury brands provide some safe place and remove some sort of
vulnerability or instability. So, it increases an incredible value" (Male, Ahmedabad); or "On
the off chance that I wear a Gucci attire, individuals would see me; ask me inquiries about the
brand. This makes me feel significant" (Female, Udaipur). Be that as it may, motivation to buy
was additionally observed to be predominant across both non-metro urban communities, in
spite of the arranged purchase behaviour in the metro urban communities.

Perceived Premium-ness

• Consumers are brand cognizant and logo-driven and logos have to be clearly visible.
For men, shoes with prominent logos sell more in India. Ladies shoes don't sell well
since they don't see value. Be that as it may, ladies purchase shades and handbags
which are prominently visible. Individuals like to show-off. Indian consumers give a
 Group No: 1B - Luxury Apparels

gigantic significance to discernment and worth. Quality and craftsmanship are a selling
point however not a deciding factor for Indians, it is value that consumers associate
with brand that they are paying for and thus more than everything else, it is view of the
brand in the nation that is either making a brand fruitful or is making battle.
• "We purchase luxury to enjoy it, for ourselves, which appeals to our senses, to spoil
ourselves and might want to pamper ourselves"- Males from Delhi concentrated on the
style and design patterns. Females likewise opined about the selectiveness realized by
luxury brands: "We search for the designer Sari and not a typical Sari which will make
us one of a kind". A few respondents from Mumbai expressed that utilization of luxury
was to a greater extent an essential need.
• Contrastingly, there was a difference between flaunting and "vanity" among non-metro
respondents. There were respondents who unequivocally raised their voice against
"flaunting" as a relationship of luxury utilization: "In the event that you wear luxury
clothing for an event, it's not flaunting at all since everybody is there with a reason". Be
that as it may, there was a counter sentiment "regardless of whether you would prefer
not to, the vast majority of the luxury things essentially you eventually lead to Show-
off, regardless of whether you don't mean to".
• To summarize, the two noteworthy perceptions that developed as the predecessor of
luxury purchasing were experiential and symbolic value recognitions.
• Experiential and representative observations would impact elective assessments and
last buy choice of luxury apparels.
• Luxury was categorized by Delhi respondents as tastefulness, style and design
articulation, though Mumbai respondents communicated luxury as premium quality,
feel and selectiveness. Respondents from Delhi were progressively inspired by the
Show-off value of luxury.
• Mumbai respondents were progressively worried about personality creation: "Luxury
changes you. It makes a picture and causes you captivate everyone" (Female, Mumbai).
When all is said in done, male respondents communicated luxury in connection to their
picture in the public arena. They expressed that they couldn't live without these apparels
and luxury brands, as they have progressed toward becoming piece of their life. They
include luxury marks in all the essential exercises of their life. Be that as it may, female
respondents express luxury to be progressively tasteful and tasteful. When all is said in
done, respondents apparent that in the first years, shoppers concentrated on cost to flag
 Group No: 1B - Luxury Apparels

luxury, however now, they stress on quality and restrictiveness. In the non-metro urban
areas, the idea of luxury was progressively identified with social acknowledgment

Buying Environment

• Female Respondents felt that earlier they used to purchase luxury style marks on events,
for example, birthday, commemoration, celebrations, and so forth. However now they
bought luxury goods and different embellishments with no event. This example was
developed, as shopping was considered as a stress buster. This methodology likewise
influenced the luxury utilization.
• Relativity was likewise observed to be a noteworthy component of exchange among
non-metro respondents. In spite of the fact that the metro buyers straightforwardly
decided on luxury marks, the non-metro buyers were found to move on from moderate
estimated brands to expensive brands.
• Urban shoppers in India are seeing remarkable increase in salaries and ways of life. The
subsequent impact is showing a little, all things considered prosperous shopper base of
Indians who are progressively taking part in the market for luxury dress and attire. More
than 2012-2017, India topped growth in the designer clothing and footwear market
globally, almost doubling in size (97% development in genuine terms) to USD7.6
billion. The pattern is foreseen to contribute as indicated by Euromonitor International,
India will keep up its standing as the world's fastest developing market for luxury attire
and dress more than 2017-2022.

Comparing different Indian cities based on their buying behaviour of luxury apparels

In light of urbanization — a pattern

which is usurping the numerous parts
of the globe, focusing on urban cities
is in fact the logical decision —
however the inquiry is, which cities?
The appropriate response lies in
surveying a blend of city explicit
buyer, family and monetary markers,
which are required to assess the
general intrigue of a city. Utilizing seven pointers, a scorecard has been created for 41 Indian
urban communities trying to assess their penchant in drawing in extravagance attire and
 Group No: 1B - Luxury Apparels

clothing retailers. In view of master conclusion, every pointer has been doled out a weight; the
loads go about as intermediaries for market potential, with bigger loads being allotted to
markers bearing more prominent impact in drawing in extravagance retailers. The urban areas
were part into deciles dependent on their position, with focuses being managed according to
their decile positioning, for example the main four urban communities would get 10, the
following four, nine points, etc. As there are 41 urban areas, the last decile incorporates five
urban communities. At long last, the outcomes from every marker were summed up and a last
score was created. Going from a size of one to 10, the higher the worth, the better the city is at

drawing in extravagance attire and clothing boutiques.

 Group No: 1B - Luxury Apparels

Target Group for Luxury Apparel Goods

Traditionally luxury was meant only for the ‘happy-few’ or the super-rich. However, today,
with the growth of the luxury industry and the newer definition of luxury that includes mass
luxury, the TG is not just limited to the super-rich but includes a bigger spectrum. Luxury can
be categorized into True luxury like fast cars, jets, Traditional luxury like perfumes, Modern
Luxury like travel, technology, and Life’s little luxuries like apparels and shoes. Thus, luxury
apparels fall into Life’s little luxuries segment that is a mass market phenomenon.

According to the book “Cult of the Luxury Brand – Inside Asia’s Love Affair talks about
Luxury Chadha and Husband”, today 94% of Tokyo women in their 20s own a Louis Vuitton
piece, 92% own Gucci, 57% Prada etc.

To understand this growing TG of Luxury Apparel, we conducted primary and secondary

research. Based on our primary and secondary research, we have identified 5 main
characteristics to identify the Luxury Apparels TG.

1. Income
2. Culture
3. Location
4. Cohort Perception
5. Self-consciousness and Reference group

Income
Income is a no-brainer when it comes to targeting the luxury apparels customers. Income here
mainly refers to the disposable income of the consumer. Disposable income is the income left
for spending and saving after the deduction of income tax, PF etc.

Disposable Income (Income left for spending and saving) = Personal Income – Personal
Income tax – PF - EMI

Based on our primary research with 30 consumers of luxury apparels, 27 of them (90%) have
family income upwards of 20 lakhs

The strong correlation between income and luxury apparels consumption is a widely accepted
fact in literature around the world. The strong correlation between the two can be explained by
the expensiveness of luxury apparels. Luxury apparels are not seen as value for money and
hence people with low income don’t tend to buy luxury apparels. Dubois and Duquesne have
empirically proved in 1993 the significant impact of income on luxury goods consumption
 Group No: 1B - Luxury Apparels

Culture:
Most of our secondary research (Antonides 1998, Hofstede 1980, Kotler 1986, Dubois 2001,
Malai 2007) points to a strong relationship between culture and luxury apparels consumption.
Culture is an intricate and complex concept as it’s never easy to measure unlike other variables.

While it can be argued that luxury apparel brands are generally marketed cross-culturally and
their demand is fairly consistent across the globe, the motivations and behaviours of consumers
towards luxury apparels varies depending on the cultural context. Culture is an important
variable as an individual’s behaviour is driven by his cultural values. Consumption of luxury
apparels is supported in few cultures and is detested in others. In India, for example,
consumption of luxury is detested in the Tamil brahminical society while it’s supported in a
few cultures from Punjab.

The Indian luxury apparels consumers were typically brought up in modern background, and
were educated in good schools.

Location
There is also a strong correlation between location and luxury goods consumption. This is
primarily because of 2 reasons. One, owing to the presence of luxury apparel stores mainly in
metro and tier-1 cities of India, their consumption in tier-2 and tier-3 cities is limited. Second,
even a consumer from a well-off family in Tier-2 or 3 city doesn’t feel the need to purchase of
luxury apparels as his/her peer group in Tier-2 or 3 city isn’t purchasing luxury apparels like
Gucci or Louis Vuitton. Thus, the motivation to purchase luxury apparels is lagging among
these consumers.

Based on our primary research with 30 luxury apparels consumers, 28 of them (93%) come
from Metro cities.

Cohort Perception
Age plays an important role in luxury apparels consumption. People born during the same
period and facing similar external events tend to form a cohort. Cohort perception identifies
the dissimilarities among different generations of people.

The new luxury apparels consumer are the Millennials. Thanks to the IT boom in India,
Millennials (aged 23-36) are now well into their career, working for MNCs and earning
handsome packages. They are also willing to spend on luxury apparel like Gucci, Louis Vuitton
 Group No: 1B - Luxury Apparels

etc. They are at the forefront of fashion; they like to dress well and look good and set the trend
and are redefining the brand consumer relationship.

According to a research by Global Web Index in March 2019, conducted on 1549 luxury buyers
and 1232 non-luxury buyers in India, 68% of consumers who buy luxury apparels frequently
are in the age group 25-44

Self-Consciousness and Reference group:

Self-consciousness also plays a very significant role in defining the target group for Luxury
apparels. Privately self-conscious people are more concerned about themselves while publicly
self-conscious people are more influenced by others, especially their friend circle or reference
group.

The reference group could be

• Family circle,
• Friend circle,
• Classmates, batch mates
• Neighbours,
• Business circle,
• Colleagues,
• Activity groups like Jogging group, laughter clubs etc.
 Group No: 1B - Luxury Apparels

Publicly self-conscious people tend to buy luxury apparels when a friend or anyone in their
reference group buys one. They believe that they can improve their self-esteem by wearing
luxury apparels like Gucci, Louis Vuitton etc. Publicly self-conscious people like to make a
good impression on others. Research by Stephen Gould on Public Self Consciousness and
consumption behaviour in 1988 found that singles and leaders tend to have very high public
self-consciousness

Buying motivation for luxury goods and impact of

internal/external factors and social media

We have identified that buying motivation for luxury apparels is in fact very similar to luxury
apparels which are often the technical stimuli involved which could be aspects related to
performance, styles, looks, durability, appeal, quality etc - all components that can be said to
be of luxury goods. Consumer’s motivation to buy the same are seen to be mostly motivated
by aspects of quality and aesthetics. These being the most essential characteristic of any luxury
good. Aspects such as performance are also seen to be of importance to the buying motivation
of luxury goods, performance here does not only mean that of the product’s physical aspects
but also the experience that the consumer goes through while purchasing the good.

Other factors include economic stimuli such as price and the value for money attributed to the
goods. Consumers also recognize price and value for money as one of the aspects critical in
buying motivation of these goods. The economic stimuli are also parallel to the social stimuli
that involves aspects such as the ide of social belonging by owning a particular luxury brand
or a good and also the status that is perceived and attributed to the owners of these brands or
goods. Consumers of luxury goods often ensure that these products are seen and believe in
showing off these goods as a signal of their social belonging or even status in the social setting.
The luxury goods thus also are bought because of personal stimuli that looks at the buyer’s
self-image or desired image and even emotions for that matter. The traits that unique consumers
have, the habits possessions and skills also constitute to the way these individuals behave and
thus the development of self-image is said to develop by the interactions in the society as well
as with the brands they pick up that reflect the same and thus shapes the buying motivation for
these goods.
 Group No: 1B - Luxury Apparels

The buying motivation behind consumers who gravitate towards luxury goods can be said to
be because of the above stimuli and because the buying behaviour can be said to be either
socially oriented or personally oriented. The socially oriented motivation like mentioned above
could stem from having the need to impress the social class the individual finds himself present
in and the personally oriented motivation could be internal factors that drive them to buy the
goods due to the aspect of self-fulfilling one’s desires. These could also be influenced by
psychological and cultural factors that influence buying behaviour. From the societal aspect,
the social belonging and status or social roles influence these buying choices deeply, especially
when these luxury goods paint the picture of a social status that is attached to the owner. This
social element is significant among luxury good consumers and the social belonging and
recognition that is attached to it with which a certain status is signalled is also very evident.

In the realm of luxury goods, the needs are often not rational and are hedonistic in nature. The
role played by these goods in rewarding oneself and in self recognition are also very significant.
The brands that are attributed to luxury goods gave also understood the ‘social stance’ that such
products can create and do communicate the same to the customer to leverage this social stance
that they want associated to their products. This communication is either directly or indirectly
passed on to the consumers.

Personal factors that motivate buying of consumer goods include facets such as purchasing
power of the individual, lifestyle followed and even age and gender. The goods purchased by
a consumer in his late 20s will be significantly different from the luxury goods purchased by a
consumer in his 60s. This is due to the difference in what motivates one to buy the luxury good
that they end up buying in terms of values, environment and the likings or even purchasing
power. Money is usually not a priority for the wealthy or affluent when it comes to these goods
and its usually the lifestyle (values, opinions etc) that tip the scales for a specific purchase. Like
mentioned before, brands also understand this to develop the same imagery or social
positioning that is in line with the consumer’s interests and traits that are drawn to the
consumer’s self-image or desired self-image. These psychological factors as well as other
motivating factors drive the consumer towards buying the luxury goods. External motivating
factors include family and friends that influence the individual’s beliefs and perception and
thus on their buying behaviour. Sometimes the luxury good’s consumer is also interested and
motivated by not only these but also the brand’s history or the heritage it stands for and thus
this culture can also be said to influence the motivation to purchase.
 Group No: 1B - Luxury Apparels

Media sharing sites and social media also significantly impact buying motivation for luxury
goods. With dedicated blogs that talk about luxury goods and brands all over the internet,
luxury brands such as Chanel, Dolce and Louis Vuitton have been blogged about repeatedly.
Facebook has also been a popular influence on consumers and luxury goods attract a lot of
interest through such social media platforms. Facebook also is an easy channel to reach family
and friends when the product is one that is motivated for purchase via the social aspect attached
to it.

Pages like that of Louis Vuitton and Tag Heuer have millions of followers and have content
that is actively shared throughout the day. Instagram also is one major channel that these brands
use to communicate to consumers. Famous brands and the most popular ones have
professionally shot pictures and content tailor made for their Instagram handle that is shared
and circulated among the mass followership they boast about.

Facebook page of Tag Heuer with options to discover products and for brand
communication. It also comes with a shop for watches option on its homepage itself
 Group No: 1B - Luxury Apparels

Tag Heuer and Versace’s Instagram presence with tailor made posts for consumers. Videos that
ensure direct and indirect communication to consumers that showcase exclusivity and
extravaganza but also availability by its presence on a platform such as Instagram

Versace’s Facebook presence that even brings in a sense of social belonging to Versace owners
with the “welcome to the family” tab. With professional photoshoots for its products and
dedicated posts and photos to communicate the brand, the page has a followership of over 5
million.
 Group No: 1B - Luxury Apparels

Research Methodology
The primary mode of the research undertaken was through in-depth interviews of 15
consumers. These consumers were identified on basis of Wardrobe Inspection Method to
ascertain the validity of the sample population regarding consumption of luxury apparels. This
sample population comprised of mainly XLRI students who are young, educated professionals
with enough money to shop for luxury apparels.

The interviews consisted of the following questions asked objectively from the respondent after
knowing their basic information like Name, Gender, Age, Marital Status, educational
background, locational background, etc:

Q1: What is your annual income and how much amount do you generally have for discretionary
expenses?

Q2: Where do you like spending the discretionary amount left with you?

Q3: How much do you generally spend on the luxury apparels in a year?

Q4: What are some of the luxury brands apparels that you buy frequently?

Q5: How did you know about the brand of whose clothes you purchased?

Q6: What are the top three aesthetic things that you always look for in a luxury apparel?

Q7: Do you think that buying luxury apparels is a waste of money?

Q8: Would you consider buying an identical but half-priced piece of cloth as the branded one
you like, but without the logo and branding?

Q9: Buying Luxury Apparels is essential as they give you internal satisfaction and aligns with
your way of life. Do you agree to this statement?

Q10: Buying luxury apparels as per your style is important for you to keep up with the fashion
trends. How much do you agree with this statement?

Q11: Luxury Apparels and in general luxury goods are required to flaunt your status in the
society and helps you feel non-vulnerable. How much do you agree with this statement?

Q12: What are the different online medium that you use to keep up with the latest luxury brand
apparel offerings?
 Group No: 1B - Luxury Apparels

Q13: Do you purchase luxury apparels for gifting purpose? If yes, is there a difference in the
brands that you look for vis-à-vis self-use?

Q14: Whose opinion matters you the most in terms of fashion sense among family, Friends,
Colleagues, neighbours and activity group-members?

Interview Recordings
Link: https://drive.google.com/drive/folders/1x90boxnOV6x68w88UMrwa6LIV5DLZmEP?usp=sharing

Findings & Conclusion

The project was aimed at studying the various factors affecting consumer behaviour in the
luxury apparels market in India. This included both literature review of the existing text
available on internet along with qualitative research. Based on the interviews, we seem to be
arrive at a conclusion that although a lot of research is done in the luxury goods space and the
buying behaviour associated with it, there is huge gap when it comes to India specific
behaviour. The following findings about the term ‘luxury’, characteristics and personas of
luxury apparel buyers, their buying motivations and key influencing factors were found:

1. Luxury Apparels refer to the clothes whose price starts at ~INR 5,000/- and go till ~INR
20,000/- per item. They may not be too high in terms of the functionality but are
perceived to be of high value to the buyers.
2. Broadly there appears to be three kinds of personas of luxury buyers (Defined as per
Lit. Review):
a. Classy Connoisseur: These are super high net worth individuals who buy
luxury products for their internal satisfaction. For these people, luxury is a part
of day-to-day life and they generally have a unique style and sense of fashion.
b. Flashy Flaunter: This segment buys luxury brands to achieve a certain status
in society and hence look for products where luxury is visible in the form of
logos and well-known symbols.
c. Richie Rustie: people who do not follow any pre-defined patterns and are
difficult to stereotype. They tend to buy luxury brands for a variety of reasons
and are difficult to fit into any segment.
3. Buying motivation for luxury apparels are rarely the technical stimuli, but the buying
behaviour can be said to be either socially oriented or personally oriented. The
socially oriented motivation like mentioned above could stem from having the need to
 Group No: 1B - Luxury Apparels

impress the social class the individual finds himself present in and the personally
oriented motivation could be internal factors that drive them to buy the goods due to
the aspect of self-fulfilling one’s desires.
4. Personal factors that motivate buying of luxury apparels include facets such as
purchasing power of the individual, lifestyle followed and even age and gender.
Media sharing sites and social media also significantly impact buying motivation for
luxury goods

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 Group No: 1B - Luxury Apparels

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