Unveiling mother's role for kids’ luxury apparel brand purchase

The kids’ luxury apparel has seen remarkable growth in the last few years. The rising incomes, brand recognition, and the shift in consumption habits are few factors boosting the growth. This research examines the determinants influencing the purchase intentions of mothers towards luxury apparel brands for children using the Theory of Consumption Values. The survey of 390 mothers was conducted, who had to fulfil specific criteria concerning their awareness, affordability, and availability of luxury apparel brands. The results show that functional, emotional, and epistemic values have a strong impact on the purchase intentions of mothers, whereas other values demonstrate relatively lower impacts. Furthermore, discriminant analysis shows that age groups of mothers vary in regard to values that affect the purchase of luxury apparel for kids. The research will help fill the existing sparse literature on luxury consumption among kids and provides practical contribution to luxury apparel marketers.