Marketing communications as the main stimulating instrument of hedonic consumption in luxury fashion business

Abstract

This master thesis is a research of how luxury fashion brands’ marketing communications influence the consumer and their role in formation of hedonic consumption. The study has a complicated level structure and a set of methods for qualitative research, due to the nature of the research industry and the consumer specificity. The study had revealed the role of fashion for hedonistic consumer as well as the factors that have a crucial impact on the purchase decision. This work is of high scientific interest, since the theme of hedonic consumption in the context of luxury and fashion in particular is practically not disclosed. The managerial contribution of the research is preparation of recommendations for companies operating on Russian fashion market, based on the results of conducted in-depth interviews.