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    Consumers' need for uniqueness: evaluation of the ready to wear line of luxury brands

    153117_153117.pdf (111.8Kb)
    Access Status
    Open access
    Authors
    Latter, Chelsey
    Marchegiani, Chris
    Date
    2010
    Type
    Working Paper
    
    Metadata
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    Citation
    Latter, Chelsey and Marchegiani, Chris. 2010. Consumers' need for uniqueness: evaluation of the ready to wear line of luxury brands, Marketing Insights, School of Marketing Working Paper Series: no. 2010021, Curtin University of Technology, School of Marketing.
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/34695
    Collection
    • Curtin Research Publications
    Abstract

    This paper looks at the subject of consumers need for uniqueness and status consumption with specific reference to a luxury apparel brands clothing and accessories in the Australian Generation Y market. Consumers need for uniqueness and status consumption has been explored in depth among adult consumers, but there has been less attention given to the symbolic consumption of Generation Y consumers especially in the field of luxury apparel. This allows the study to extend from areas regarding branded fashion apparel that are conceptually the same as other brands in the same category to branded fashion apparel that utilises a one off customisation approach.

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