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Emerging adults’ luxury fashion brand value perceptions: A cross-cultural comparison between Germany and China

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  • Maximilian Faschan
  • Claude Chailan
  • Richard Huaman-Ramirez

Abstract

This paper explores the differences in luxury fashion brand value perceptions between German and Chinese Generation Y’s emerging adults. This study chose Chinese and German young adults aged between 18 and 25 as the primary data source. An online self-administered questionnaire was selected as data collection method. One hundred and ninety-nine observations were retained. Sample size was deemed sufficient to test our hypotheses based on the most conservative minimum-sample-size methods. The outcomes indicate that the multi-dimensional nature of luxury fashion ascertained in literature appeals to Generation Y’s emerging adults across both countries. However, multiple unexpected cross-national differences regarding the importance attributed to specific value dimensions of luxury fashion are found. Chinese emerging adults have higher socio-symbolic, hedonic, and functional as well as higher price value perceptions of luxury fashion compared to their German peers. This study helps luxury fashion brand managers to attune their customer value propositions to the expectations of Generation Y’s younger cohort members from Germany and China under consideration of cultural particularities. Results suggest that marketing strategies conceived in disregard of cultural dynamics might prevent luxury fashion brands from fully leveraging market potentials across different geographies.

Suggested Citation

  • Maximilian Faschan & Claude Chailan & Richard Huaman-Ramirez, 2020. "Emerging adults’ luxury fashion brand value perceptions: A cross-cultural comparison between Germany and China," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 11(3), pages 207-231, July.
    • Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:3:p:207-231
    DOI: 10.1080/20932685.2020.1761422
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    Cited by:

    1. Ali Essa A. Alshammari & Murad Thomran & Ali Saleh Alshebami, 2023. "Integration of Service-Learning Theory and Social Capital Theory in Volunteering Work for Sustainable Development: A Study of the Role of Education Curricula in Saudi Arabia," Sustainability, MDPI, vol. 15(18), pages 1-26, September.
    2. Ka-Yan Joey Wong & Seong-Yeon Park, 2023. "That’s so Gucci: a comparison of cultural values and the influence of perceived values on luxury goods attitudes and purchase intention among Korean and Dutch millennials," Asian Business & Management, Palgrave Macmillan, vol. 22(5), pages 1804-1829, November.
    3. Eloy Gil-Cordero & Pablo Ledesma-Chaves & Sunghoon Yoo & Heesup Han, 2023. "Luxury tourism and purchase intention factors: a mixed approach applied to luxury goods," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-20, December.

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