A RESEARCH PROPOSAL
Abstract The proposed research utilises the concept of luxury value proposition (LVP) in fashion management to study consumer purchasing behaviour amongst London’s high-end fashion products. The proposed research seeks to examine the concepts of brand creativity, individuality, originality and ostentatious display to examine how marketing communication is done in high-end fashion management. This will be studied by using content analysis to critique the main marketing messages and visual analysis to identify how LVP is used to get consumers to purchase specific products. The study will lead to the observation of consumer purchase habits in a sample of high Continue reading...
