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.
Full Text: PDF