Young luxury fashion consumers' preferences in multi-channel environment

Purpose The purpose of this paper is to explore and examine the relative impact of product and channel attributes on luxury product shopping in the multi-channel environment. Design/methodology/approach A D-optimal discrete choice conjoint design was used. The data were analysed using a multinomial logit model and desirability indices. Findings Findings indicate that low price was the most important factor that influenced young consumers' preferences. After price, young luxury consumers placed a greater importance on channel attributes such as human-assisted service and virtual fitting rooms. Originality/value The paper proposes the optimal combination of key product and channel attributes that is most preferable to young luxury fashion consumers in the multi-channel environment.