Factors Influencing Customer Satisfaction towards Luxury Clothing: Quiet Luxury and Logomania among Filipino Millennials

Abstract

People get a variety of advantages and pleasures by wearing luxurious clothing. Apparently, Millennials are anchored towards "Conspicuous Consumption," which leads them to spend heavily on clothing that displays power on their character. Considering that 41.9% of Filipino Millennials belonging to social classes A, B, and C1 are in Metro Manila, this generation group is one of the most significant consumers contributing to luxurious purchases. This study identifies the significant difference in the motivation for luxury clothing of the respondents when grouped according to a.) social status b.) Manner of procuring luxury items & c.) location of the purchasing customer. By employing the mixed method using an online survey questionnaire, this study was able to identify the different motivational factors that drive consumers to buy luxury clothing regardless of its high cost. The data are analyzed using descriptive and inferential statistics to assess the respondents' level of agreement on independent and dependent variables. At the end of this study, the researchers would distinguish the characteristics of individuals who prefer to buy Loud Luxury (Logomania) and Quiet Luxury of Filipino Millennials.