Factors that determine South African Millennials Willingness to Purchase local luxury fashion

Abstract

This research aims to investigate the factors that determine South African millennials' willingness to purchase local luxury fashion. Given the significant growth of the luxury fashion industry in South Africa and the limited context-specific research, this study addresses a crucial gap in understanding willingness to purchase in this emerging market. By examining the unique characteristics and preferences of South African millennials, this research contributes valuable insights into the drivers of local luxury fashion consumption and informs strategies for local brands to better engage with this key demographic. Using descriptive and inferential statistics, an analysis from a closed ended, 5 Likert scale questionnaire was done on 150 millennials, alumni of the Witswatersrand Business school (WBS), Johannesburg, South Africa. The results showed that influencers are the only factor who have an impact on millennials when it comes to purchasing luxury brands. According to the findings, only one factor, influencer impact, has an influence on South African millennials' willingness to purchase local luxury fashion. This in turn means influencer impact is interconnected with the overall decision-making process.