Abstract:

The luxury fashion industry is going through a continuous development at an international level. The growth that was registered by the industry after the recession was determined by the urbanization degree, the internationalization of luxury brands, the decline of the wholesale market, the different consumption type that millennials have, the growth within the market segment that addresses consumers through the development of products that target their needs, the development of new retailers, the growth in existing store chains, but also technological development. The beauty industry will double itself in years to come and the main players within this market will be China, the US, Brazil, India and Japan (Bain & Company, 2014). The online medium represents the perfect space to promote high end products and this can be seen observed to the fact that consumers upload dozens of selfies with their favorite products on a daily basis, or watch videos that offer them advice on style matters. With these aspects in mind, the article is based on a qualitative research regarding attitudes and motivations of luxury clothing consumers with the purpose of understanding the behavior of the luxury clothing consumer and the attributes that determine the purchase or the non-purchase of such products.