Role of Consumers

The Roles of Consumers’ Need for Uniqueness and Status Consumption in Haute Couture Luxury Brands Chelsey Latter, Curtin University, [e-mail] Ian Phau, Curtin University, [e-mail] Chris Marchegiani, Curtin University, [e-mail] Abstract This paper adds knowledge to the field of consumers’ need for uniqueness and status consumption and provides an insight into Australian Generation Y consumers’ purchasing intentions toward an haute couture luxury apparel brand and it’s ready to wear range. The primary objective is to assess how status and non-status consumers’ attitudes in relation to their need for unique luxury apparel products and brands affects purchase intentions. This helps to highlight attitudinal and behavioural variables which marketers should consider when they introduce or market luxury fashion apparel. Findings indicate brand judgements have the strongest most significant effect on purchase intentions and differ according to the type of consumers’ need for uniqueness. Keywords: Consumers’ need for uniqueness, status consumption, luxury, haute couture, Generation Y.

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The Roles of Consumers’ Need for Uniqueness and Status Consumption in Haute Couture Luxury Brands Introduction Consumers today have come to regard their possessions as part of themselves and their identity (Belk 1988). To a large degree, they define themselves by what they have and possess. This continual consumption and acquisition of material possessions attempts to differentiate consumers from others in an effort to develop a distinctive self and social image (Tian, Bearden, and Hunter 2001). This study evaluates how status consumption and consumers’ need for uniqueness influence brand perceptions of a well established luxury apparel brand and if these lead to purchase intention. This integrates earlier research from two academic areas that examine consumer’s need for uniqueness. First, there is considerable research in