• M. Annaji Sarma
• Dr. M.S.Bhat
• Dr. Sangeeta Jauhari

Luxury industry was established with a focus on arts and aesthetics. Many fashion luxury brands have been around for over 100 years and embody French roots and a long line of family tradition. Later this focused shifted due to the effect of globalization, market conditions, wealth creation, digitalization, international travels and culture convergence. The expansion and growth in luxury brands are noteworthy after the 80’s. These expansions are good as far as generating revenue is concerned but the key loss to the luxury brand is they lose their exclusivity. In this study, consumers’ attitude towards fashion luxury brands are measured in selected major metros in India. There are various parameters which affect the consumers’ attitude towards fashion luxury brands such as; premium quality, social stratum, enjoyment, inner pleasure, credibility of the brands etc. In analyse of this study, total 708 consumers were selected and correlation and regression was applied in testing the hypothesis. The findings concluded that in purchasing the fashion luxury brands, no differences was observed between male and female as they both perceive in the same manner.

premium quality, social stratum, enjoyment, inner pleasure, credibility of the brands, consumers’ attitude.

"Attitude of Consumers towards Fashion Luxury Brands A Study in Selected Major Metros in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.135-144, June 2019, Available :http://www.jetir.org/papers/JETIR1907V25.pdf

"Attitude of Consumers towards Fashion Luxury Brands A Study in Selected Major Metros in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp135-144, June 2019, Available at : http://www.jetir.org/papers/JETIR1907V25.pdf