Indian Journal of Marketing

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Private Label Fashion Brands: Through the Lens of Masstige Marketing Theory


Affiliations
1 Associate Professor, Indira School of Business Studies PGDM, Pune (ISBS PGDM), New Pune-Mumbai Highway, Tathawade, Pune - 411 033, Maharashtra, India
2 Professor, Symbiosis Institute of Computer Studies and Research, Symbiosis International (Deemed University), Model Colony, Pune - 411 016, Maharashtra, India
     

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The purpose of this study was to investigate the influence of private label brands (PLBs) developed and managed by fashion retailers on the loyalty of customers towards the fashion retailers. We further intended to study the significance of PLBs in terms of enhancing profitability, perceived fashion value, and loyal customer base of fashion retailers through the lens of ‘Masstige Marketing.’ This novel approach of the application of masstige marketing for designing PLB plans gives a novel strategic consideration to fashion retailers in terms of curating strategically developed PLBs for their target audience. This study dwelt upon how strategically developed PLBs – by blending the mass appeal with prestige value and image – affected loyalty behavior, perceived fashion value, and profitability. Although this qualitative research was conducted from the perspective of the Indian retail sector, the findings applied to international markets as well since the strategic considerations towards PLBs are similar in both contexts. The findings showed that the smart PLBs – built by applying masstige marketing strategies – positively impacted customers’ loyalty and brand advocacy behavior. These PLBs will also help fashion retailers to enhance their perceived fashion value and have a profound impact on profitability.

Keywords

Fashion Retailing, Masstige Marketing, Private Label Brands (PLBS), Perceived Fashion Value, Customer Patronage, Brand Loyalty.

Paper Submission Date : May 25, 2021 ; Paper sent back for Revision : February 10, 2022 ; Paper Acceptance Date : March 5, 2022 ; Paper Published Online : June 15, 2022.

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  • Private Label Fashion Brands: Through the Lens of Masstige Marketing Theory

Abstract Views: 134  |  PDF Views: 2

Authors

Prashant Chaudhary
Associate Professor, Indira School of Business Studies PGDM, Pune (ISBS PGDM), New Pune-Mumbai Highway, Tathawade, Pune - 411 033, Maharashtra, India
Sarika Sharma
Professor, Symbiosis Institute of Computer Studies and Research, Symbiosis International (Deemed University), Model Colony, Pune - 411 016, Maharashtra, India

Abstract


The purpose of this study was to investigate the influence of private label brands (PLBs) developed and managed by fashion retailers on the loyalty of customers towards the fashion retailers. We further intended to study the significance of PLBs in terms of enhancing profitability, perceived fashion value, and loyal customer base of fashion retailers through the lens of ‘Masstige Marketing.’ This novel approach of the application of masstige marketing for designing PLB plans gives a novel strategic consideration to fashion retailers in terms of curating strategically developed PLBs for their target audience. This study dwelt upon how strategically developed PLBs – by blending the mass appeal with prestige value and image – affected loyalty behavior, perceived fashion value, and profitability. Although this qualitative research was conducted from the perspective of the Indian retail sector, the findings applied to international markets as well since the strategic considerations towards PLBs are similar in both contexts. The findings showed that the smart PLBs – built by applying masstige marketing strategies – positively impacted customers’ loyalty and brand advocacy behavior. These PLBs will also help fashion retailers to enhance their perceived fashion value and have a profound impact on profitability.

Keywords


Fashion Retailing, Masstige Marketing, Private Label Brands (PLBS), Perceived Fashion Value, Customer Patronage, Brand Loyalty.

Paper Submission Date : May 25, 2021 ; Paper sent back for Revision : February 10, 2022 ; Paper Acceptance Date : March 5, 2022 ; Paper Published Online : June 15, 2022.


References





DOI: https://doi.org/10.17010/ijom%2F2022%2Fv52%2Fi6%2F169833