A research on personal factors and determining of luxury consumption motivations in fashion products

Luxury fashion marketing is a market with high cost and high potential for brands. It is crucial to know characteristics of consumers, tracking consumers' preferences and habits in order to maintain brands' competitive advantages and protect their revenues. Consumers' personal characteristics, motivation factors and life style may be effective on consumers' consumption preferences and purchasing behavior. Knowing these characteristics of consumers will be a guide for local and global brands to make the right investment and marketing decisions. Marketing communication activities must be congruent with market features. With this research it is aimed to obtain information about the luxury fashion market in Turkey that is thought to contribute to brand decisions. The research is the focused on measuring the effect of consumers' personal characteristics which are defined as fashion lifestyle, extended self and fashion innovativeness on luxury fashion consumption motivation and purchase intention as well as investigating the mediation effect of luxury fashion consumption motivation. In addition, it was aimed to define the country's luxury fashion market was aimed to define by dividing the consumers into groups according to the personal characteristics like fashion lifestyle, extended self and fashion innovativeness. Research data was collected from luxury fashion consumers aged 18 and over, using face to face survey in İstanbul. The research was carried out with a sample of 502 participants. Findings reveal that fashion lifestyle, extended self and fashion innovativeness have significant effect on luxury fashion consumption motivation and purchase intention. Also, luxury fashion consumers living in İstanbul were divided into different groups based on fashion lifestyle, extended self and fashion innovativeness. Keywords: Fashion Lifestyle, Extended Self, Fashion Innovativeness, Luxury Consumption Motivations, Purchase Intention, Luxury Fashion Marketing