Consumers' need for uniqueness: evaluation of the ready to wear line of luxury brands
|dc.identifier.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.|
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.
|dc.publisher||School of Marketing, Curtin Business School|
|dc.subject||need for uniqueness|
|dc.title||Consumers' need for uniqueness: evaluation of the ready to wear line of luxury brands|
|curtin.department||School of Marketing|