The Values Perceived by Fashion Consumers in Luxury Brands

This study analyses the values perceived by consumers of luxury fashion before the purchase option based on a literature review. To frame this subject, the study begins by exploring the concept of luxury from the perspective of authors with works of reference in the area to offer distinct or complementary approaches to each other. It is followed by an analysis of the luxury fashion target audience through the analysis of its main characteristics, whose focus is based on three consumer groups: millennials, Generation Z, and Generation X. Finally, this study develops a flowchart based on luxury fashion literature and created from several theoretical approaches, thus contributing to the comprehension of consumer motivations and perceptions of value in luxury fashion.