1. THE BRAND BUILDING FOR
MEN
IN FASHION LUXURY
INDUSTRY
Marina Ochkovskaya

3. “The specific of brand
building for men in fashion
luxury industry”

5. CONTENT
1) Importance of subject and its theoretical background
2) Methodology and research results
3) Discussions and limitations

6. Historically Russians have strong aspirations to luxury
Luxury during tsarism

7. Today Moscow is the promising market for luxury fashion brands

8. Men are becoming more
susceptible to fashion, luxury
and brands

9. “Men are not what
they were. They are
more sensitive, more
interested in looking
good and … a lot
keener on shopping”
(Mark Tungate)

10. PURPOSE
1) To find out an attitude to the luxury and motives for fashion brands
consumption among men in Russia
2) To rank brands according to males preferences
3) To establish relationship between men’s lifestyle and their consumption of
fashion brands

11. Global trends affecting fashion luxury industry
(ref. J.-N. Kapferer)
1) Democratization

13. More people have access to the luxury world
vs

14. Young luxury consumers in Russia and Asian countries

15. 2) Globalization
But in any case luxury
brands are rooted in a
culture…

16. France
Italy

17. 3) Tendency to marry late

18. 4) Moving towards the experience economy and personification

19. “All successful
people can
dance”

20. The specific of fashion luxury brands

21. Fashion vs. Luxury

22. Luxury is timeless…
The older the luxury item, the more valuable it becomes…

23. History and legends constitute a special aura for luxury brands…

24. Male as a consumer
Money is not enough to appreciate luxury, some cultural background is
principal for it

25. Classification №1:
Men lifestyle and their attitude to fashion and brands
(ref. Mark Tungate)
Men
Metrosexuals
Ubersexuals
Retrosexuals

26. Metrosexuals

27. Retrosexuals

28. Ubersexuals

29. Classification №2:
Money based
(ref. Сhevalier & Mazzalovo)
Millennium money
Old money
New money
Middle money

30. New patterns of consumer behavior
Luxury
+
Mass
market

31. Methodology and research results
Hypotheses about Moscow male consumers of luxury fashion brands
H1: They view luxury fashion brands in a positive way
H2: The key motive for buying luxury fashion brands for them is prestige
H3: Those who are susceptible to fashion trends in clothing also care
about their appearance and use skin care

32. H4: Once loyal to a brand, they usually buy items from the different
product lines of this brand (clothes, perfume)
H5: Those who wear branded clothing like to spend their spare time
listening to classical music or watching performance in a theater
H6: They use mix and match approach (Armani+Zara, for example)

33. In-depth
interview
(14 people)
P&G Middle Manager,
28 y.o.
Bank Middle Manager,
32 y.o.
Violinist,
26 y.o.
Architect,
27 y.o.
Investment Analyst,
34 y.o.
Surgeon,
44 y.o.
Art Director (Advertising),
34 y.o.
Fashion blogger,
31 y.o.
Indesit Sales Director,
38 y.o.
Web designer,
27 y.o.

34. Luxury consumers (14 respondents)
Middle money (12 respondents)
New money (2 respondents)
Metrosexual (1 respondent)
Retrosexual (2 respondents)
Ubersexual (11 respondents)

35. Research results
H1: They view luxury fashion brands in a positive way
+

36. -
H2: The key motive for buying luxury
fashion brands for them is prestige
I buy luxury fashion brands because…
high quality and prestige
9 respondents
prestige
3 respondents
quality and longevity
2 respondents

38. Brands № 1:
Clothing
Accessories
Cologne

39. H3: Those who are susceptible to fashion
trends in clothing also care about their
appearance and use skin care
+

40. H4: Once loyal to a brand, they usually buy items from the
different product lines of this brand (clothes, perfume).
+

41. H5: Those who buy clothing of luxury brands like to
spend their spare time listening to classical music or
watching performance in a theater.
+

43. H6: They use mix and match approach
+

45. 1) Intellectual person with strong cultural
background
2) Prefers brands with reasonable awareness
3) Likes brands with history but does not
mind about young and perspective luxury
brands
4) Takes care of the appearance and skin

46. Thank you for attention

47. Welcome to Moscow!