The luxury fashion industry is a critical part of modern fashion world and luxury fashion branding is a timely and important topic. The purpose of this research is to interpret the impact of Brand Heritage on the Indian Luxury Clientele. It also aims do a comparative analysis on the influence of heritage on the Indian and British luxury clientele. The research design used for this paper was exploratory and descriptive in nature. Primary sources of data were used in the form of questionnaires to examine the influence of heritage. It was circulated among luxury customers in Delhi and London.
The findings give considerable support for viewing brand heritage as an important factor to the luxury clientele. However luxury brands must utilize their heritage as an emotional response or experience that must be relevant to contemporary consumers.
This research will help the brands to identify heritage as an important factor when deciding advertising campaigns. It will help luxury brand companies to target Indian customers who want to buy luxury brands because of their brand image, exclusivity and excellent quality.
This is the first research, which concentrates on the impact of brand heritage on the Indian luxury clientele.