The Relationship between the Consumers Need for Uniqueness and Purchase Perception of Fast Fashion Co-Brands - Essay Example

Co-branding in Fast Fashion: The Impact of Consumers’ Need for Uniqueness on Purchase Perception Co-branding in Fast Fashion: The Impact of Consumers’ Need for Uniqueness on Purchase Perception Introduction The fashion industry has seen much of partnership between fast fashion and designer fashion brands launching a special co-branded line, recognized at “fast fashion co-branding”. these brands gain fast popularity. By collaborating with luxury designer fashion brands, the brand equity as well as the image of fast fashion brands is increased (Okonkwo 2007).

This chapter examines the relationship between the consumers’ need for uniqueness and purchase perception of fast fashion co-brands. Literature Review and Hypothesis Formulation Co-branding in fashion It is the pairing of two of more branded products forming a separate and unique product. It facilitates parent brands to access to a broader consumer base as well as to form a new relationship with the clients. Fast fashion co-brands serve as a constructed idea and lifestyle which the consumers not only desire, but also identify.

Need For Uniqueness People with a high need for uniqueness fell comfortable when they are different from others, as a result, engage mostly in changes towards dissimilarity related to others. They either counter to conform to creative choices, avoid similarity or like the unpopular. Purchase perception This is dependent upon consumers’ subjective judgement, quality and consumers need for uniqueness of a product or service. Hypothesis developed to explain purchase perception include hypothesis 2; consumers having a higher need for uniqueness on fast fashion have higher favourable purchase perception of fast fashion co-brand, hypothesis 3; consumers having higher need for uniqueness on designer fashion brand have higher favourable purchase perception of fast fashion co-brands, hypothesis 4; consumers having higher need for uniqueness on fast fashion co-brand have higher favourable purchase perception of fast fashion co-brand.

Methodology Empirical research methodology in form of survey questionnaires was used. A pilot survey was carried out to ensure that the survey questions and research instruments operate well. We also employed convenient sampling approach using a random survey procedure, week through. Statistical results Need for luxury design was higher than need for uniqueness in fast fashion brands. Need for fast fashion came in between. Respondents’ need for uniqueness in first fashion co-brands had the largest impact on their purchase perception on fast fashion co-brands, followed by fast fashion brands and lastly, the need for uniqueness in luxury designer brands.

Discussion of finding Since fast fashion brands are easily and affordably possessed and are of comparatively low quality, consumers might feel they are less unique. Luxury designer fashion brands scored highest. Since their brands always lead the fashion trend, target consumers with a high need for uniqueness are deemed as the fashion opinion leaders. Consumers prefer uniqueness when buying fast fashion brands than luxury brands. Thus, product uniqueness to consumers depends upon the specific types of the fashion brands.

Remarks and managerial implications Consumers have different needs for uniqueness. Fast fashion brand should therefore collaborate luxury fashion designers brand to induce high degree of uniqueness for their consumers. This should be the basis of collaboration. Furthermore, co-branding enhances the uniqueness level of both parent brands, attracting more customers to purchase co-brands. Limitations and recommendations or further research These findings should be interpreted cautiously as the study sample is quite limited with size and demographic characteristics.

Future research should conduct a cross cultural study. Further research should explore more for instance the problems of fast fashion co-branding. Reference Okwonko, U. (2007). Luxury Fashion Branding; Trends, Tactics, Techniques. Palgrave Macmillan