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EMAC 2024 Annual


How Millennials Perceive Luxury Fashion Brands – the Case of Indonesia
(A2024-117767)

Published: May 28, 2024

AUTHORS

Yan Sun, Oxford Brookes University ; Rachel Wang, Oxford Brookes University; Huifeng Bai, Liverpool John Moores University; Georgina Whyatt, Saint Mary’s University; Tesalia Tamara Ohandi, Group M Indonesia; Eleonora Cattaneo, Gilon

ABSTRACT

This empirical study examines millennials’ perceptions towards luxury fashion brand values and how these influence their purchase intentions in Indonesia. Quantitative survey data was collected from 301 online self-completed questionnaires. The research reveals that Indonesian millennials regard consumption of luxury fashion brands as an investment. Meanwhile, ethical and sustainable issues have become increasingly important when they make decisions to purchase luxury fashion brands. This paper contributes valuable insights into younger consumers’ perceptions of luxury fashion brands and these consumers’ purchase motives, in the context of Southeast Asia. Using a framework of luxury value perceptions, the present study further recognises that Indonesian millennials prioritise symbolic and financial values and seek conspicuousness in line with self-identity.