The Role of Consumer-based Fashion Equity in Developing Loyalty to Luxury Fashion Products in France

Abstract

Fashion and luxury represent long-term forces for many French businesses. These forces rely on products changing very often, and on people renewing their wardrobe following the new trends. Hence, the adoption of fashion products raises questions about why and how products appeal to followers, despite their constantly varying attributes. Little is known about how fashion trends may induce people to purchase luxury fashion products even in France where many luxury brands are from. This study argues that fashion supersedes product specificities; therefore, the proposed concept of consumer-based fashion equity may explain the value added by fashion to luxury products. Based on Keller’s (1993) conceptual model of brand equity and its adaptation to the concept of fashion, this study proposes a new model to explain loyalty to luxury fashion products. Through our qualitative study, values are identified and point out a new explanation on why French followers choose luxury fashion products, above and beyond their product characteristics. The findings suggest that managers may use fashion equity as a competitive advantage for the development of their luxury products and even develop loyalty towards them.

Keywords: Fashion Equity, Luxury, Followers, Loyalty

DOI: 10.7176/JMCR/81-02

Publication date:August 31^st 2021