The paper explores the “mix-and-match” consumption trend and the brand recognition of luxury fashion brands. Results show that consumer recognition of luxury fashion brands increases when pairing these branded products with those made by fast-fashion companies. Findings also show that luxury fashion brands are mainly recognized through accessories. Eye-tracking technology has been used to conduct the study.
“Mix-and-Match” Fashion Trend and Luxury Brand Recognition: An Empirical Test Using Eye-tracking
AMATULLI, CESARE;MILETI, ANTONIO;
2015-01-01
Abstract
The paper explores the “mix-and-match” consumption trend and the brand recognition of luxury fashion brands. Results show that consumer recognition of luxury fashion brands increases when pairing these branded products with those made by fast-fashion companies. Findings also show that luxury fashion brands are mainly recognized through accessories. Eye-tracking technology has been used to conduct the study.File in questo prodotto:
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