International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

A New Fashion Consumer Typology: Dealing for Luxury via Electronic Markets
Isil Senol, Eser Levi, Yonca Aslanbay

Abstract
Once only being sold in exclusive retail stores at high prices, luxury fashion brands have begun to appear in online private shopping clubs. As a growing electronic market alternative, private shopping clubs provide daily deals to their consumers and attract discount shoppers. This is a new dynamic of luxury fashion consumption that brand managers and academics must observe. This study introduces a survey, conducted with 294 fashion consumers of online private shopping clubs in Turkey, to discover the impact of “materialism”, “deal proneness, “orientations of electronic shopping”, and “perceived devaluation of luxury in online discount fashion shopping” on “discount luxury fashion shopping via electronic markets.” The results show that once being an issue of shame, hunting for the best luxury deal via private shopping clubs has now become an admired attribute of a consumer.

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