Exploring the Personality of Luxury Fashion Brands
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.
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Abstract
Despite the economic downturn in many parts of the world, the luxury fashion industry is steadily growing. However, at the same time, the competition is getting more intense. Many brands which were traditionally mainly serving the western developed markets are entering the developing countries. Therefore, a challenge facing the luxury fashion brands today is to maintain current loyal customers while expanding to welcome those new customers in the developing countries. As a key concept in relational marketing, brand personality was found having very important impact on consumer behavior toward brands, including brand commitment/loyalty, brand trust, and brand attachment (Louis & Lombart, 2010).