High Fashion Consumer Behaviors & Perceptions on Cause-Related Marketing

Abstract

Past research has shown that fashion companies engage in various endeavors to promote social causes, and occasionally market that they are engaging in these causes to consumers (Barone, Miyazaki, & Taylor, 2000). These companies’ goal is to attract socially aware consumers, who align with their values and would be more likely to support their products.

Although cause-related marketing is beneficial to general fashion brands and other companies, less is known about luxury brands and how they are received when engaging in CSR. As brands are promoting products through cause-related marketing, high fashion consumers, who seek to convey their social status in their fashion choices, may regard cause-related marketing as weakening the exclusivity and lure of the brand. On the other hand, high fashion consumers’ definition of luxury may shift due to societal changes. With the rising importance of sustainability, human rights, and ethical norms, luxury fashion is now more than just social status and material wealth. Consumers may increasingly value fashion brands that demonstrate a genuine commitment to social causes, viewing them as personal values and aspirations. As such this is an important theoretical and practical question to resolve. 

The study aims to investigate how high fashion consumers view the relationship between luxury, social consciousness, and their behaviors, particularly in the context of cause-related marketing. The knowledge of how luxury brands are received can enhance the effectiveness of cause-related marketing and help brands adapt to changing consumer values, ensuring alignment with consumers’ expectations. Moreover, it will provide valuable insights into the evolving expectations of high fashion consumers and the changing dynamics of luxury consumption, offering insights to fashion brands thriving to engage with their target customers.