Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers

Abstract

Brand prominence is an important part of branding luxury fashion goods. Some consumers seek to „display‟ the brand name prominently and some do not. Research has begun to explore this phenomenon however; no previous research has explored the preferences amongst fashion change agents and fashion followers. The research found that need-for-status and liking for the product was positively related to preference for brand prominence, which need for uniqueness was not related to preference for brand prominence and that fashion change agents and fashion followers did not differ in their preference for brand prominence. The results help clarify the drivers of preference for brand prominence and have implications for brand marketers attempting to understand consumer preferences for prominence on luxury fashion products.