Homogeneity in Luxury Fashion Consumption: an Exploration of Arab Women

Consumer perceptions and consumer motivations are complex and whilst it is acknowledged within literature
that heterogeneity exists, homogenous models dominate consumer behaviour research. The primary purpose of this
paper is to explore the extent to which Arab women are a homogeneous group of consumers in regard to perceptions
and motivations to consume luxury fashion goods. In particular, the paper seeks to present a critical review of luxury consumption frameworks. As part of the research design, Vigneron and Johnson’s (1999) prestige seeking
behaviour framework was selected as a means for empirical investigation. The study’s findings suggest that distinct
value perceptions of luxury fashion among Arab females are evident, that is, this group of consumers are
homogeneous in terms of prestige seeking behaviour. Homogeneity can be explained by the existence of interpersonal
motives for luxury consumption. The findings of the study highlight that Arab women, many of whom wear the
abaya ‘cloak’ when in public, seek to pursue mutual socially conforming consumption behaviours through luxury
fashion. The study has both academic and practitioner implications. Firstly, the study contributes to fulfilling a gap in consumer behaviour literature, that being, an understanding of female consumption behaviour regarding luxury goods in the Arab world. Secondly, in terms of practitioner implications, the findings support retail marketing decisions in regard to profiling distinct consumer groups of Arab females, which luxury marketers can target with discrete marketing communications.