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Nowadays marketers are more concerned with individual consumer behavior. It helps the companies to yield information about how the consumers think, feel and choose their products. The expanded view of consumer embrace much more than the study of why and what consumers buy but also focuses on how marketers influence consumers and how consumers use the products and services.
This paper aims to understand Which brand portfolio strategies are available to successfully adapt to mothers who like to match with their kids the same brand and style, what are their purposes and motives, are they affected by intrinsic or extrinsic factors, and how this can influence their children. It will also investigate that does society influence the decision of matching luxury brands for the mother and her baby.
The matchy-matchy look flourishes in “periods when there is more cultural emphasis on the family and the mother-daughter relationship,” said the fashion historian Jennifer Farley Gordon, who researches children’s clothing.
Family fashions have surged in recent years as many moms and dads have become more hands-on. Often focused on holiday dressing, vacation clothes, or sleepwear, these collections—which are diversified enough to accommodate a broad range of ages and genders—offer a less literal interpretation of twinning, one intended for special occasions (or perhaps professional family portraits).
A study conducted by Prendergast and Wong shows that the first motive that encourages parents to buy luxury brands for their infants is the good quality and design offered by luxury brands. These parents tend to be materialistic people, who value luxurious items and find that purchasing luxury brands is a way of happiness and life satisfaction (Prendergast and Wong,2003)
Another study conducted by Paula Rodrigues and Paula Costa investigated the behavior of luxury brand buying consumers, considering that the luxury brands involve strong consumer emotion. It showed that a product today goes beyond the specifications and features are sought for experiences, sensations, and pleasures. It is an emotional consumption, which alters the notion of luxury. It is considered, luxury brands, that consumers are willing to buy if these brands show coherence, prestige, distinctiveness, and attractiveness.
At present, the thinking of the majority of people is to opt for luxury brands when they are looking to purchase an item. The perception is that anything purchased from a luxury brand will not only be of high quality but that it would also reflect on the status of the individual. Kapferer, (2017) states that the term “brand luxury” is described as the consumer thinking that only those products are considered to be branded which are expensive, of superior quality, pleasing to the eyes, and unique. In simple words, a product purchase from a luxury brand shows that the buyer not only has good taste but is also able to purchase expensive products.
For a consumer that is looking to understand different degrees of luxury brands, the framework of BLI can be implemented. Brand Luxury Index (BLI) scale was created by Vigneron and Johnson to measure the diverse degrees of luxury for brands (Christodoulides, Michaelidou, and Li, 2009). The BLI scale was created to understand the difference between high-and low-luxury brands through two dimensions. The dimension of communication personally oriented comprises pleasure-seeking and apparent extended-self aspects; while the dimension of non-personally oriented comprises conspicuousness, uniqueness, and quality (Conejo, Cunningham, and Young, 2020). Kim, (2019) is of the view that based on the two dimensions, the consumers assess which brand is the high-luxury brand and which brand is the low-luxury brand in the market.
Kapferer et al, (2017) assert that the BLI scale is implemented for all types of luxury brands, irrespective of the brand catering to adults' clothing or other products, or kids’ clothing or other products. Conejo and Cunningham, (2016) are of the view that recently a trend has been witnessed in kids’ fashion which is that numerous brands have started to cater specifically to kids’ clothing and their other needs. Numerous brands are of the view that there has been a significant rise in birth rate recently, which only means that there would be a need for baby clothes and other baby products. Therefore, focusing on becoming a kids’ brand is the prime approach to take to attain a profit.
The BLI scale comes into play in this aspect as well. New mothers are usually more focused on having the best quality of products for their kids. Kapferer, (2017) states that many of the new mothers are usually young, which means their thinking is to purchase kids’ products from a brand that is considered to be high-luxury as per the BLI scale. For many of this specific target consumer, low-luxury brands are not an option to even consider purchasing products for their kids.
Mothers are key influencers in luxury retailing contexts and studying and investigating the motives behind mothers’ behavior when shopping for luxury brands for their children is a key factor in this study (Christel de Lassus and Virginie Silhouette-Dercourt). Mothers manage discrepancies between their “real” and “idealized” selves as well as the pushes and pulls of being a mother and a woman. In this case, mothers were trying to manage the contradictions between their “real” and “idealized” personalities as well as the pushes and pulls of being a mother and a woman. These findings lead the author to question how luxury stores and retailers can adapt to satisfy mothers’ identity quest.
In this research paper, both secondary data and primary are going to be utilized. Secondary data is going to be obtained from relevant literature, online journals, articles, blogs, and other electronic sources. The primary data are going to be collected by a combination of quantitative and qualitative approaches. Qualitative data is going to be collected through interviews with luxury consumers (worker mothers & household mothers) and also people working in a luxury fashion environment; quantitative data is going to be collected through an online survey, designed on the platform provided by the website surveymonkey.com
H1: Matching luxury brands with my baby is cool and I do it for the sake of taking pictures.
H2: Matching luxury brands with my baby reduces my feeling of guilt that I am too busy to stay and take care of my baby.
H3: Matching luxury brands with my baby impresses other people
Christodoulides, G., Michaelidou, N. and Li, C.H., 2009. Measuring perceived brand luxury: An evaluation of the BLI scale. Journal of Brand Management, 16(5-6), pp.395-405.
Conejo, F.J. and Cunningham, L.F., 2016. Current issues in luxury brand research. Journal of International Marketing Strategy, 4(1), pp.66-77.
Conejo, F.J., Cunningham, L.F. and Young, C.E., 2020. Revisiting the Brand Luxury Index: new empirical evidence and future directions. Journal of Brand Management, 27(1), pp.108-122.
Kapferer, J.N., 2017. Managing luxury brands. In Advances in Luxury Brand Management (pp. 235-249). Palgrave Macmillan, Cham.
Kapferer, J.N., Kernstock, J., Brexendorf, T.O. and Powell, S.M. eds., 2017. Advances in luxury brand management. Springer.
Kim, J.H., 2019. Imperative challenge for luxury brands. International Journal of Retail & Distribution Management.
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