Luxury Brand Consumption and Influence

LITERATURE REVIEW
ON RELATIONSHIP
BETWEEN GENDER AND
LUXURY BRAND

TABLE OF CONTENTS
Introduction.................................................................................................................................................3
Review of Sources.......................................................................................................................................3
References...................................................................................................................................................8

INTRODUCTION
A literature review is prepared with the use of secondary sources such as books, journals,
and research articles. The section of literature review emphasizes on identifying the relationship
between gender and luxury brand.
REVIEW OF SOURCES
Luxury fashion labels have been continuously breaking the traditions, bending the rules
of gendered dressing through innovative designs and marketing tactics (Amatulli et al. 2017).
Apparently, women tend to have the positive attitude towards branded and luxury products as
compared to men. In most of the markets and product categories, the price for female products is
significantly higher as compared to their male counterparts. However, on the other hand, there is
a direct relationship between age of women and awareness of luxury products. Most of the
people use luxury products so as to show the status symbol (Sun, D'Alessandro & Johnson
2016). Therefore, branded and luxury products are typically brought at the marketplace for only
those people who have the ability to afford it. Moving on the interest of male in branded
products, luxury items are considered as perceptual (Young & Combs 2016). Hence, men
consider it as a disposable income that is clubbed with psychographic and demographic
influences and at the same time, it also drives discretionary spending.
Luxury industries are overtaking the market place, and this also leads to significant
transformation. For instance- in last few years Indian luxury industry has witnessed much more
success because of the richness of the families (Chakraborty & Sheppard 2016). It is also
identified that India is transforming into a larger market especially for luxury goods.
Furthermore, according to historical perspective, the market has witnessed the vigorous growth
of around 20% in the year 2009 which reached up to USD 5.75 billion in the year 2010 (Gil et
al. 2017). Afterwards, in the year 2012, luxury products have grown more to 29% which
reached to USD 2 billion. Thus, it is evident that luxury industries are growing because of the
increasing trend of using luxury products among people. In Indian market as well, women tend
to have such purchase behavior in which chief consideration is given towards luxury and branded
products (Taylor, Costello & Ko 2016).
The scenario of luxury market has been changing since luxury products display
functional utility. This is the reason which drives people to purchase branded items on greater
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