Exploring the Personality of Luxury Fashion Brands

Despite the economic downturn in many parts of the world, the luxury fashion industry is steadily growing. However, at the same time, the competition is getting more intense. Many brands which were traditionally mainly serving the western developed markets are entering the developing countries. Therefore, a challenge facing the luxury fashion brands today is to maintain current loyal customers while expanding to welcome those new customers in the developing countries. As a key concept in relational marketing, brand personality was found having very important impact on consumer behavior toward brands, including brand commitment/loyalty, brand trust, and brand attachment (Louis & Lombart, 2010)