Luxury clothing brand preferences of young consumer: A field research in Bursa

Luxury brand market which keeps increasingly has become a center of attraction especially for the young consumers. An increasing competitive conditions have made it compulsory to understand the expectations of the luxury brand consumers and their reasons to prefer these brands. In this context, it is aimed to determine the factors of luxury clothing brand preferences of young consumers and the effects of these factors on their purchasing intentions. The model used in the study were formed as a result of literature and this model was used to measure the effects of the luxury clothing brand preferences on the consumer's purchasing intention. The research was conducted by face-to-face questionnaire on the consumer who are over 20 years old and make clothing shopping in the city of Bursa. The questionnaire data were analyzed with SPSS and AMOS programs and the hypotheses generated in the model were tested. With the direction of the findings, it has been found that quality, store atmosphere, fashion, hedonism, reference group and status have significant effects on the purchasing intention of luxury clothing brand. Keywords: luxury, luxury brand, consumer, consumer behaviour, purchase intention, clothing.