Ajitha, Soundararaj; Sivakumar, V.J. - In: Journal of Fashion Marketing and Management: An … 23 (2019) 4, pp. 440-465
Purpose: There is a significant growth in the consumption of new luxury fashion brands in developing price-sensitive markets like India. Not only does this growth demonstrate how the “new” luxury brands have become a success, but is also illustrative of the perception and practice of style...