Impact of Designer Fashion Prices on Young People and Customer Loyalty

Fashion itself and marketing fashion try to elicit strong emotional responses in consumers. For the younger consumer, emotions can be even stronger. Beauty and quality have been admired since time immemorial and individuals have always sought to own objects that are exceptional. However, beautiful objects and fashion items are expensive, making it difficult for everyone to pay the asking price to own such items. This dissertation presents a discussion about the impact of high fashion prices on young consumers and loyalty that they are likely to have for fashion brands with high prices.