Abstract

The business catering to luxury consumers in India is expanding at a rapid rate. A customer’s willingness to spend money at luxury fashion businesses is substantially impacted by a number of factors, including their sense of style, attitude, open-mindedness, perceived social and emotional worth, recognized practical value, and considered economic value. In addition, the majority of this research comes to the conclusion that ethnicity does influence consumers’ perspectives on luxury through the comparisons that different ethnic groups make with relation to the rest of society. This research lends more credence to the hypothesis that consumers in their millennial generation are more brand-conscious, mobile, and tech-savvy than their contemporaries in older generations. Young women in particular like the thrill of shopping for luxury goods; nevertheless, before making a significant investment, they always conduct their homework beforehand. In order to keep up with the most recent fashion trends, they read fashion publications and pay attention to what famous people wear. They get a kick out of window shopping at a variety of different boutiques, staying on top of the most recent fashion trends, and showing off their expensive clothes.