Young luxury fashion consumers' preferences in multi-channel environment

Abstract

Purpose

The purpose of this paper is to explore and examine the relative impact of product and channel attributes on luxury product shopping in the multi-channel environment.

Design/methodology/approach

A D-optimal discrete choice conjoint design was used. The data were analysed using a multinomial logit model and desirability indices.

Findings

Findings indicate that low price was the most important factor that influenced young consumers' preferences. After price, young luxury consumers placed a greater importance on channel attributes such as human-assisted service and virtual fitting rooms.

Research limitations/implications

The sample consisted of young consumers in their 20s and 30s, who utilise both online and offline channels. Hence, the income level was relatively low. Also, the results cannot be generalised to all luxury consumers.

Practical implications

Providing preferable channel attributes is more crucial to young luxury fashion shoppers than focusing on improving product attributes, with the exception of price.

Originality/value

The paper proposes the optimal combination of key product and channel attributes that is most preferable to young luxury fashion consumers in the multi-channel environment.

Citation

Lee, H., Rothenberg, L. and Xu, Y. (2020), "Young luxury fashion consumers' preferences in multi-channel environment", International Journal of Retail & Distribution Management, Vol. 48 No. 3, pp. 244-261. https://doi.org/10.1108/IJRDM-11-2018-0253