To What Extent are Consumers Shifting from Established Luxury Labels to Emerging Fashion Brands, and What Factors (Price Sensitivity, Sustainability Concerns, Digital Influence, or Identity Expression) are Driving this Transition?

Sagan Aggarwal

doi:10.36948/ijfmr.2025.v07i06.63451

To What Extent are Consumers Shifting from Established Luxury Labels to Emerging Fashion Brands, and What Factors (Price Sensitivity, Sustainability Concerns, Digital Influence, or Identity Expression) are Driving this Transition?

Author(s)	Sagan Aggarwal
Country	India
Abstract	Recent studies show that younger generation of consumers have more willingness and tend to try new brands instead of old luxury brand that their parents used. More than brand and status they care about other factors such as ethics, transparency, and self-expression. This is very common pattern observed in recent years especially in Millennials and Gen Z. In this era of social media relatively smaller and local brands have reached to global consumers and the prices of luxury items have increased by multifold. This paper studies how much consumers are moving away from bigger and well-established luxury brands toward emerging fashion brands that are relatively new, and why this change is happening. The main research question is: To what extent are consumers shifting from established luxury houses and why is this shift taking place?, are the main reasons price sensitivity, sustainability concerns, digital influence, or identity expression causing the change? This study used secondary data from industry reports, market surveys, and academic research, along with data existing consumer questionnaires available in public domain and case studies from fashion market. Clear comparison of traditional luxury labels and emerging brands on four key factors: price, sustainability, digital channels, and personal identity. The research work also gives sincere attention to how brands respects or issue the cultural symbols and designs to show cultural stativity and cultural risk. The findings show there is a shift of consumer behaviors, they are not running behind the luxury brands they are very active in experimenting with the emerging brands that suits their budget, value and lifestyle. Among the urban youth sustainability, It is observed that other than price sensitivity, influence of digital media ,are desire to look unique, sustainability and identity expression are especially important drivers of this shift.
Keywords	Luxury fashion, emerging brands, consumer behavior, sustainability, digital influence, identity expression, price sensitivity
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-20
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.63451

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To What Extent are Consumers Shifting from Established Luxury Labels to Emerging Fashion Brands, and What Factors (Price Sensitivity, Sustainability Concerns, Digital Influence, or Identity Expression) are Driving this Transition?

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