International Journal of Costume and Fashion

The Korean Society of Costume (한국복식학회)
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Qualitative Study on the Benefit Sought and Brand Loyalty by Product Category of the Luxury Goods Through In-depth Interviews with Professionals in Fashion Industry

  • Kim, Chi Eun (Dept. of Clothing & Textiles, College of Human Ecology, Pusan National University) ;
  • Lee, Jin Hwa (Dept. of Clothing & Textiles, College of Human Ecology, Pusan National University)
  • Received : 2016.01.21
  • Accepted : 2016.02.26
  • Published : 2016.06.30
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Abstract

The purpose of this study is to investigate the benefits sought by luxury good customers contingent on product category, and to understand the relationship between the benefits sought and brand loyalty. A qualitative approach was used; therefore in-depth interviews were conducted with seven panels of professionals in the luxury industry. The findings are as follows: 1) Handbag customers mainly seek the social benefits in order to express their social status by purchasing well-known, easily-recognizable brands. 2) Shoe customers primarily seek the practical-functional benefits, which are comfort and function. 3) Small Leather Goods customers seek the social benefits for themselves and as gifts for others. 4) Brand loyalty for handbag customers is reported to be low, as their primary goals are the social benefits. Rather than devoting themselves to one specific brand, handbag customers prefer to purchase from various brands. 5) Shoe customers have reportedly higher brand loyalty, as they tend to come back to brands when they are satisfied with the benefits they pursue. The findings of this study provide more information on the practical implications of luxury good customer purchasing habits. Firstly, customers pursue different benefits depending on product category, and secondly, brand loyalty differs by customers' benefits.

Keywords

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