The luxury fashion industry is widely recognized for offering products that symbolize prestige and elevate social status, extending beyond mere functional utility. Traditionally, price has been seen as a secondary factor in luxury consumption, and the impact of price promotions within this industry remains relatively under-researched. This study aims to bridge this gap by investigating the effects of price promotions on consumer behavior in the luxury fashion market. Utilizing transactional data from a European luxury brand platform, we employ Sequential Pattern Analysis (SPA) and ANOVA to uncover key purchasing patterns related to promotional activities.
Balancing prestige and pricing: analizing the role of promotions in luxury fashion industry
Severini, S.;Cedrola, E.;
2024-01-01
Abstract
The luxury fashion industry is widely recognized for offering products that symbolize prestige and elevate social status, extending beyond mere functional utility. Traditionally, price has been seen as a secondary factor in luxury consumption, and the impact of price promotions within this industry remains relatively under-researched. This study aims to bridge this gap by investigating the effects of price promotions on consumer behavior in the luxury fashion market. Utilizing transactional data from a European luxury brand platform, we employ Sequential Pattern Analysis (SPA) and ANOVA to uncover key purchasing patterns related to promotional activities.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
