The Visual Elements in Luxury Fashion: A Quantitative Study Investigating Role of Visual Elements in Gen-Z Attraction and in Enhancing Perceived Value and Exclusivity in Luxury Fashion Brands

Abstract

This thesis explores the role of visual elements (logo, colour scheme, typography, imagery, and graphics) in influencing Gen-Z's attraction to luxury fashion brands and their perceptions of value and exclusivity. Gen-Z, an emerging demographic in the luxury market, is projected to represent a third of luxury purchases by 2030, highlighting the importance of understanding their preferences. Using descriptive analysis of responses from a targeted survey, this study identifies the specific visual elements that resonate most with Gen-Z consumers in terms of attraction, perceived value, and exclusivity. The findings reveal that logo is the most influential element in attracting Gen-Z to luxury fashion brands, while imagery plays the key role in enhancing perceived value. In terms of exclusivity, logos again emerge as the most significant element, suggesting that Gen-Z consumers associate the brand logo with prestige and a sense of belonging to an exclusive community. The insights gained highlights the importance of these visual elements that can be strategically employed to engage a generation quickly emerging in the luxury market. By recognising and responding to the visual preferences of Gen-Z, upcoming luxury brands can craft more effective branding strategies that foster lasting connections with this demographic.