ESCP Europe

Item type

Study and report

Dissertation

• PHD Doctoral Program

Language

French

Publication year

2020

Contributors

LAMBERT-PANDRAUD, Raphaëlle

Subjects

LUXURY GOOD - CONSUMER GOOD - CONSUMER SOCIETY

Geographical area

INDE

This study conducted among young Indian females, sheds light on the importance of consumptioncontext and apparel attributes in determining the social value perception of a luxury dress. The study analyzes the perceived social fit of a luxury dress as a function of two factors: First, a contextrelated factor comprises the type of event (traditional or modern), and the people who are present at the event (peers or elders). Second, an attribute-related factor refers to the perceived design origin (Indian or Western or Indo-western), and the modesty of the dress (modest or revealing). As a result of collectivistic orientations of Indian society, wearing a contextually-fit luxury dress helps earn more prestige in ones group and will help gain high social value.