Young men consumers in luxury fashion: An exploratory study from an emerging country. Novi Amelia
School of Business and Economics, Universitas Prasetiya Mulya,
South Jakarta, Indonesia
Abstract
The luxury fashion market for men has been growing significantly. Despite this, few studies currently exist on male consumers and luxury fashion. This study explores the male perspective of luxury fashion, with focus placed on male youth in an emerging country. Using a qualitative approach, in-depth interviews were conducted with twenty men who regularly use luxury fashion items. The data was analyzed using descriptive coding. The result showed that the participants began consuming luxury fashion items as teenagers, when their parent^s (primarily their mothers) purchased these items for them. As a result of the family^s influence, they continued to buy luxury fashion products at least once a year, due to social pressure. This study propose a depth insight on male consumption of luxury fashion products in an emerging country, a topic that is rarely discussed.
Keywords: Luxury- Young consumer- Emerging country
