CUSTOMER BEHAVIOUR IN HAUTE COUTURE

fashion

The Customer Behavior research is a scientific study of the processes of choosing Haute couture which satisfies their needs. Companies and Ready-to-wear brand satisfy those needs only to the extent that they satisfy the customer. A vast body of knowledge exists regarding the attitudes involved in the consumption of luxury brands. The purchase of products for their symbolic and social value rather than for their inherent utility is now widely recognized as a significant determinant of consumer behavior with changes in industry trends, gaps in knowledge are created. Thus, it is important to examine luxury brands in relation to uniqueness. The importance of adult consumers has been explored in depth, but there has been less attention given to the emergence of symbolic consumption in young people. This study examines the causal relationships among consumers’ need for uniqueness, and purchase intentions of an haute couture luxury apparel brand.

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