Publications

Assessing the moderating effect of subjective norm on luxury purchase intention: a study of Gen Y consumers in India

By Sheetal Jain

Abstract

Although Generation Y consumers contribute significantly to the luxury market,still there is a limited amount of research conducted to explain their luxury consumption behavior, particularly in context of emerging markets like India. The main objectives of this study are to understand the key factors that affect luxury purchase intentions of Generation Y consumers using the theory of planned behavior (TPB) and to examine the moderating effect of subjective norm on other TPB variables, namely, attitude and perceived behavioral control.

Doodlage: Reinventing Fashion Via Sustainable Design

By Sheetal Jain

Abstract

Doodlage, a fashion and lifestyle brand, was originated in 2012 with a simple notion to create exclusive eco-friendly items, with high-style quotient. Kriti Tula, founder of Doodlage, perceived this idea when she noticed massive stack of textile waste while doing her internship at an export house. The brand was born from her love for planet. She thought of reinventing the rejected fabrics and put them to better use. As she was aware of the fact that fashion industry is a major contributor to textile waste that ends up in landfill, she decided to start upcycling this waste to create sustainable fashion. The concept of upcycling provides Doodlage an opportunity to reprocess waste, recover intrinsic value through recycling, and optimize the end-of-life processes toward zero-waste systems. Doodlage tries its best to minimize its production waste, and whatever is left is reused in making bags and home furnishings. The brand emphasizes on developing sustainable business practices at each stage of the fashion supply chain from procurement of raw materials to the disposal of clothes by the consumers.
This case study focuses on the company – Doodlage – and The Four Actions Sustainable Fashion Value (FASFV) framework that emphasizes on elimination, reduction, creation, and rise of specific value proposition factors for transition toward sustainable fashion economy. The FASFV framework can be applied as an audit instrument to help fashion companies to develop sustainable business practices at each stage of the fashion value chain.

Exploring relationship between value perception and luxury purchase intention

By Sheetal Jain

Abstract

Although India is home to the world’s largest millennial population, so far, hardly any studies exist that explain the key drivers leading to the luxury goods consumption among this generational cohort. Therefore, the purpose of this paper is twofold: first, to develop and empirically test the conceptual framework designed to measure the relationship between luxury value perceptions and purchase intentions among the young Indian luxury consumers, and, second, to examine the moderating effect of gender in the relationship between luxury value perceptions and purchase intentions.

Effect of value perceptions on luxury purchase intentions: an Indian market perspective

By Sheetal Jain, Sita Mishra

Abstract

India is witnessing a phenomenal growth in the luxury market segment. However, empirical studies in this domain are few and far between. The main objectives of this study are, firstly, to build and empirically test the theoretical framework designed to measure the effect of value perceptions on intention to purchase luxury fashion brands among Indian consumers. Secondly, to determine the role of gender in understanding the relationship between luxury value dimensions and purchase intention. This study employed researcher controlled sampling and questionnaires were administered through the personal interview from actual users of luxury fashion brands. Structural equation modeling (SEM) was applied to test proposed hypotheses using AMOS. The statistical analysis indicated that conspicuous value was the most significant predictor of purchase intention among Indian luxury consumers followed by hedonic value and social value. The results of the study also revealed that gender does not play moderating role in the relationship between luxury value dimensions and purchase intention among Indian consumers.

Factors Affecting Sustainable Luxury Purchase Behavior: A Conceptual Framework

By Sheetal Jain

Abstract

In recent years, there has been a paradigm shift in the luxury realm as consumers are increasingly inclined toward sustainable orientation. Yet, very few studies have been performed in this domain to gain an in-depth understanding about sustainable luxury consumer behavior. This study is based upon an extensive review of literature and aims to fill this gap by classifying various factors pertaining to sustainable luxury purchase intention into four broad categories, namely, culture, self-oriented (personal) values, others-oriented (social) values and economic value. Going further, an integrated conceptual framework based on dual theoretical framework of theory of planned behavior (TPB) and Schwartz’s value theory is proposed in the study to provide a holistic view about the key determinants of sustainable luxury fashion consumption.

Sadhu—On the Pathway of Luxury Sustainable Circular Value Model

By Sheetal Jain, Sita Mishra

Abstract

The concepts of ‘luxury’ and ‘sustainability’ are antithetical to each other. However, a paradigm shift is presently witnessed in luxury domain. Lately, sustainability is swiftly becoming a critical issue for both luxury brands as well as society as a whole. This case study focuses on the company—‘Natweave Textile Studio.’ It is a textile company founded by Indian textile designer Subhabrata Sadhu in 2009, with a yearning to conserve the rich heritage of rarest and finest cashmere by using the traditional skills of native Kashmiri artisans. The company specializes in producing high-end and exclusive Pashmina scarves and shawls with focus on entirely pure, handmade, and natural production process. Sadhu sources finest Pashmina fibers from Pashmina goats reared in its natural habitat in Changthang plateau in the Kashmir region. He strongly believes in protecting and preserving the rare art form and providing a platform to the Kashmiri craftsmen—custodians of this ancient skill, to showcase their culture to the world. He collaborates with Kashmiri weavers to create contemporary products and remodel ethnic weaves into timeless luxury items and works hard to combine traditional techniques with modern designs to build sustainable luxury products.

Factors Affecting Luxury Purchase Intention: A Conceptual Framework Based on an Extension of the Theory of Planned Behavior

By Sheetal Jain, Mohammed Naved Khan, Sita Mishra

Abstract

Luxury fashion industry evolved in France in 19th century (Crane, 1997; and Djelic and Ainamo, 1999). The custom made creations of haute couture houses served small elite segment of the society (Gupta, 2009). Veblen (1899) introduced the term "conspicuous consumption" to represent the elite segment of the society who consumed luxury goods and inherited highest status in the society. However, in the 1990s, numerous new alliances and mergers and acquisitions among firms eventuated. Many privately held and familyowned firms transformed into public companies. Simultaneously, large increase in the demand for luxury goods transpired and therefore marked the onset of "democratization" of luxury industry (Dubois and Laurent, 1995; Vickers and Renand, 2003; Ernst and Young, 2005; and Okonkwo, 2007).

IMPACT OF DIGITALIZATION ON INDIAN LUXURY MARKET

By Sheetal Jain

Abstract

Luxury markets have seen monumental growth in the last decade. Emerging markets have turned to be the major source of this growth. Lot of economic instability, social unrest, global currency wars and threat of terrorist attacks was witnessed in 2015, yet global luxury goods industry remains highly optimistic. Indian luxury market remains firm and maintains its position as the fastest-growing luxury market (Aroche, 2015). It is estimated to reach US$ 14 billion by the end of 2016 from US $8.5 billion in 2013 growing at the rate of 25% p.a. (Assocham, 2014).

Measuring the impact of beliefs on luxury buying behavior in an emerging market: Empirical evidence from India

By Sheetal Jain, Mohd Naved Khan

Abstract

Demand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this sudden surge in demand. Thus, the purpose of this paper is to understand the impact of beliefs on consumer buying behavior for luxury fashion brands in the Indian context employing theory of planned behavior and to develop a comprehensive understanding regarding motivating factors behind luxury goods consumption.

Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior

By Sheetal Jain, Mohammed Naved Khan, Sita Mishra,

Abstract

India has emerged as one of the strongest economies in the world. Despite the recent global economic crisis, India has sustained its economic growth. India is optimistic about its future growth and development with a new reformist government in power. By 2024, India has been forecasted to become the third largest economy in the world (Worstall, 2014). The strong boom in the Indian economy has propelled the growth in the number of high-net-worth individuals (HNWIs) in India. A study by Wealth-X reported that, in the past year, India has seen a striking rise in the number of dollar millionaires from 196,000 to 250,000. It is predicted that by 2018, India will have 437,000 millionaires. With 14,800 multimillionaires residing there presently, India is amongst the top eight countries in the world where one may find the very wealthy (Wealth-X report, 2015). The sharp rise in its ultra-rich population has spurred the demand for luxury goods in India, thereby making the luxury goods’ market one of the most attractive and fastest growing segments in India. Globalization; increase in disposable income; the growing number of young, well-educated people; and the surging numbers of the upper middle classes are other major factors responsible for the increasing demand for luxury goods. The Indian luxury market is expected to grow at the rate of 25 per cent per annum and reach the mark of $14bn in 2016, up from $8.5bn in 2013 (Assocham report, 2014).

The 5C’s Value Framework for Luxury Brands in Emerging Markets: A Case on India

By Abhay Gupta, Sheetal Jain, Sita Mishra

Abstract

India is one of the most attractive markets for luxury goods across the globe. It is well-known fact that Indian market provides huge growth possibilities for global luxury players but lack of understanding about Indian market may hamper their ability to establish themselves in India. So, far there have been hardly any studies conducted to understand the key factors leading to success of luxury brands in Indian market context. To fulfil this gap, this study aims to develop a conceptual framework that determines key success factors for luxury brands in India. A qualitative research comprising of 18 interviews with Indian luxury experts was conducted to identify key factors for creating value in Indian luxury sector. Based on insights of luxury experts, this paper provides a framework of 5 Cs that can create value, drive luxury consumption, and finally help luxury retailers to achieve success in India. The 5 C framework comprised of Categorization, Communication, Customization, Consistency, & Contentment. This framework captures the essence of how a luxury brand manager should work towards creating value for Indian consumers and thereby succeed in Indian luxury market.

Luxury fashion consumption in sharing economy

By Sheetal Jain, Sita Mishra

Abstract

Recently, the trend of sharing economy has gained popularity in fashion, particularly among millennials. Few studies in the past have focused on sharing economy in the clothing industry, mainly in the US and European context. However, whether this global phenomenon of sharing economy will work in emerging markets for the luxury fashion industry is still unknown. Therefore, the main objective of this study is to understand the impact of the various key factors viz. economic benefits, fashion involvement, self- pleasing experience, social projection, perceived risk, and past sustainable behavior on luxury consumption behavior in the sharing economy. Self- determination Theory (SDT) perspective was adopted to show what motivates Indian millennials to participate in luxury fashion rental consumption. Probability sampling technique was used to collect data from Indian millennials who aspired to use luxury fashion brands on a sharing basis. Confirmatory factor analysis was conducted, followed by multi-group analysis and path estimates to test the hypothesized relationships. The results of the study indicated “social projection value” as the most significant predictor of intention to consume luxury fashion on a sharing basis. Furthermore, the effect of perceived risk and the influence of past sustainable behavior on young consumers’ luxury fashion rental consumption was also found to be significant.

The Anatomy of Circular Economy Transition in the Fashion Industry

By Sita Mishra, Sheetal Jain, Gunjan Malhotra

Abstract

Unsustainable fashion consumption and wasteful practices have recently garnered attention in practice and academia; however, research in this field is limited. This study is based upon an extensive review of the literature and aims to fill this gap by providing an in-depth understanding of various drivers and actors operating in the closed-loop fashion value chain. The purpose of this study is to develop a framework of transformation from the linear economy (LE) to the circular economy (CE) for the fashion industry based on “transition theory.”