The Brand Luxury Index Analysis

Theoretical frame work: The Brand Luxury Index (BLI) designed by Franck Vigneron and Lester W. Johnson in 2004 is a scale to measure the different aspects of what makes a brand luxurious. The model measures how luxurious a brand is, through personal and non-personal oriented. First non-personal oriented perceptions: perceived Conspicuousness: is defined as the image associated with consuming a luxury item. perceived Uniqueness: the scarcity of items highly reflects on the preference towards a brand, and perceived quality: Product quality is a vital element for the sustainability of a brands prominence. Second the personal oriented perceptions are: perceived extended self: this means a brand is utilised by the consumer to showcase the type
The online retailing sector is growing at a very fast pace, however it currently only accounts for around seven percent of the total retail market, with the fashion and accessories category acquiring the most revenue (Laudon & Traver, 2017). The layout of a website highly influences the consumer’s judgement of the merchandise they offer (Kim, et al., 2015), this is immensely necessary for luxury brands to recognise,
A camera connected to the internet can permit a physical form to exist harmoniously with a virtual item on a screen (Bell, et al., 2001). Many people now use augmented reality technology on a daily basis, with social media applications such as Snapchat and Instagram introduced this technology using filters that place a digital layer on a person’s live image (Yim, et al., 2017).
Introducing this technology to online fashion retailing, can result in providing the consumer with both a utilitarian and hedonic advantages (Pantano, et al., 2017). In shopping, online interactive technology that showcases products in a more vivid manner, result in having a positive emotional experience with the brand, furthermore, an augmented reality display of a product is far superior to the traditional online product view (Yim, et al., 2017). Virtual try on is a tool introduced by a few online retailers to allow consumers to try an item on before purchasing it through using the camera on the consumer’s device(Lu & Smith, 2007). It also gives the client more information to assist them with the purchase decision making process through providing more precise visual information, it could also be argued that such information gained using AR would reduce the risk associated with online shopping