What are the Different Types of Customer Engagement with Luxury Fashion Brands and How Does Such Customer Engagement Influence the Customer's Self-concept? An Exploratory Study Taking the Millennials' Perspective

Amelie Christin Schwickert & Katharina Schaab

Student thesis: Master thesis


Addressing the distinct and heterogeneous generation of Millennials, this master thesis touches upon the continuously evolving and complex nature of the luxury fashion industry. Due to its ever-increasing competition and nearly saturated market environment, the industry faces challenges such as finding new and various ways of approaching its customers. In this regard, customer engagement is of powerful relevance. Since this field extensively focuses on customers, the inclusion of their selfconcept is indispensable to gain an in-depth understanding of customers operating within the luxury fashion industry. Concerning the Millennials, as a promising segment with an increasing purchasing power, current literature lacks a holistic understanding of this generation’s perception of engagement with regard to the luxury fashion industry. Applying an exploratory qualitative study with a sample of Millennials, the study aims to answer the research question of what types of customer engagement with luxury fashion brands exist and how such customer engagement influences the customer’s selfconcept. In this regard, 19 different types of customer engagement are identified, which are classified amongst four categories (offline, online, offline & online, mind). Concerning the self-concept as a multi-dimensional construct, the study concludes in 15 ways of how customer engagement with luxury fashion brands influences the self-concept, which are assigned to the respective dimension of the self (actual self, ideal self, social self, or ideal social self). The presentation of the findings thereby results in a conceptual model entailing both the identified customer engagement types as well as how customer engagement with luxury fashion brands influences the self-concept.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2020
Number of pages317
SupervisorsStefan Markovic