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Co-branding in Fast Fashion: The Impact of Consumers’ Need for Uniqueness on Purchase Perception

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Fashion Branding and Consumer Behaviors

Part of the book series: International Series on Consumer Science ((ISCS))

Abstract

Co-branding is deemed as an effective strategy of brand development and has been largely adopted by fast fashion brands such as H&M. A fast fashion brand collaborating with a luxury designer fashion brand is recognized as “fast fashion co-branding.” This study explores the consumers’ need for uniqueness and purchase perception of fast fashion co-brands, which also relates to the consumers satisfaction and welfare. A self-administered survey questionnaire was employed in main shopping areas in Hong Kong and 175 valid respondents were obtained. The empirical results show that the consumers’ needs for uniqueness among the associated fashion brands have significant differences. The impact of their need for uniqueness on the purchase perception of fast fashion co-brands is also revealed. This study gives an important implication of fast fashion co-brands on consumer-purchasing behavior and provides managerial insights to companies’ co-branding strategies centered on fashion brands of different brand positioning.

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Authors and Affiliations

  1. Glorious Sun School of Business and Management, Donghua University, Yan An Road (West) 1882, 200051, Shanghai, China

    Dr. Bin Shen

  2. Department of Fashion & Apparel Studies, University of Delaware, 304 Alison Hall West, 19716, Newark, DE, USA

    Dr. Jaehee Jung

  3. Business Division, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong

    Dr. Pui-Sze Chow & Ms. Szeman Wong

Authors
  1. Dr. Bin Shen
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  2. Dr. Jaehee Jung
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  3. Dr. Pui-Sze Chow
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  4. Ms. Szeman Wong
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Corresponding author

Correspondence to Bin Shen .

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Editors and Affiliations

  1. Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong SAR

    Tsan-Ming Choi

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Shen, B., Jung, J., Chow, PS., Wong, S. (2014). Co-branding in Fast Fashion: The Impact of Consumers’ Need for Uniqueness on Purchase Perception. In: Choi, TM. (eds) Fashion Branding and Consumer Behaviors. International Series on Consumer Science. Springer, New York, NY. https://doi.org/10.1007/978-1-4939-0277-4_7

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