'The Specific Brand Building for Men in Fashion Luxury Industry'
"Changes in Social and Business Environment". Proceedings of the 5th International Conference.
9 Pages Posted: 3 Dec 2013
Date Written: November 7, 2013
Abstract
This study investigates the peculiarities of luxury brands consumption among Russian men, specifically in Moscow. The author analyses the current trends in consumption, determines the specific of luxury brands in fashion industry and shows the portrait of average luxury brands male consumer in Moscow. The brands preferences and motives for its buying are presented in the paper and some recommendations for the brands promotion are given in the end of article.
Keywords: fashion, luxury brands, male consumers, prestige, global trends, cultural background
JEL Classification: M31
Suggested Citation: Suggested Citation