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

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.
2015
mix-and-match
luxury fashion brand
fast-fashion brand
eye-tracking
consumer behavior
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.11769/606038
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