Julia Dombrowska
e-mail: julia.dombrowska@ue.wroc.pl
Wroclaw University of Economics
and Business
Brand Identity in Luxury Fashion:
Tommy Hilfiger Case Study
DOI: 10.15611/2025.44.3.04
JEL Classification: M30
©
2025 Julia Dombrowska
This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 International License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/4.0/
Quote as:
Dombrowska, J. (2024). Brand Identity in Luxury Fashion: Tommy Hilfiger Case Study. In
A. Witek-Crabb & J. Radomska (Eds.),
New Trends in Business Management. Strategy, Branding,
Teamwork
(pp. 47-55). Publishing House of Wroclaw University of Economics and Business.
Abstract:
A significant aspect of the luxury fashion market is brand identity, which is important to
relations with consumers. Despite its importance, brand identity in the luxury fashion industry is
under-researched. Most studies focus on broader marketing techniques and financial performance,
overlooking the importance of creating a corporate identity. This article defines luxury in historical,
psychological, and economic terms. The author also focuses on consumer behaviour and market
segmentation, referring to major players such as LVMH and Chanel, and examines market segmentation.
She explores consumer loyalty and the role of brand identity in shaping perceptions through
symbolism, heritage, and exclusivity. The study covers three topics: consumer understanding of brand
identity, its impact on perception of luxury brands, and on customers. The qualitative approach, which
included interviews with a sales representative and customers in the fashion industry, revealed that
consumers have little understanding of brand identity and are unable to describe it. The results show
that a strong brand identity fosters emotional bonds, loyalty, and support, thus influencing customer
expectations and satisfaction. The availability of luxury consumer and retail outlets in Poland is very
limited, which is why the study included participants from both Poland and the UK.
Keywords:
brand identity, luxury fashion, consumer perspective, brand identity strategies
1. Introduction
The luxury fashion market, known for its exclusivity, high quality, and distinction,
holds a significant place in the global market. A key element of this sector is brand
identity, which distinguishes premium brands from the competition and strengthens
emotional bonds with customers. Brand identity encompasses visual, aural, and
experiential elements that shape consumer perception and behaviour. Despite
its importance, the topic of brand identity in luxury fashion is poorly researched,
usually focusing on broader marketing strategies, customer behaviour, or financial
performance. Additionally, sustainability and ethical concerns are increasingly
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Julia Dombrowska
influencing consumer choices, pressuring luxury fashion firms to be more transparent
and accountable. However, there is a notable lack of transparency about their
ecological and ethical policies, complicating consumers’ buying decisions.
The review begins by defining luxury in a historical context and exploring the
psychology of luxury consumption. It traces the history of luxury fashion from
Europe’s affluent courts to its current global relevance, examining factors motivating
consumers to seek luxury items, such as self-concept, status signalling, and the
pursuit of uniqueness. The contemporary luxury fashion market is then analysed,
identifying major brands like Louis Vuitton Moët Hennessy (LVMH) and Chanel, and
discussing market segmentation and consumer targeting strategies.
The research defines the typical luxury fashion consumer and examines
various levels of customer loyalty, considering demographics, wealth, lifestyle, and
cultural influences. It explores how luxury fashion firms build and maintain distinct
identities through symbolic meanings, heritage, craftsmanship, and exclusivity,
emphasising the role of brand identity in differentiating luxury brands and fostering
strong emotional connections with customers. The review also covers marketing
and branding techniques, highlighting the importance of storytelling, personalised
experiences, social media engagement, brand collaborations, limited editions, and
experiential marketing.
Based on the literature review, the following research questions were formulated:
RQ1. What is the understanding of brand identity among customers?
RQ2. What is the impact of brand identity on the perception of luxury fashion
brands?
RQ3. What influence does brand identity have on customers?
To answer these questions, a
qualitative research approach was chosen,
involving interviews with six individuals: one salesperson from a premium clothing
company and five clients of high-end fashion brands. The study aims to understand
brand identity in luxury fashion from the perspectives of clients and staff and its
impact on the company.
Structured interviews were conducted to gather participants’ opinions on brand
identity and exclusivity in luxury fashion. The data was analysed using thematic
analysis, identifying recurring themes on exclusivity and brand identity. The article
covers the scope of brand identity, focusing on luxury fashion brands with a case study
of Tommy Hilfiger, conducted between April and June 2024. The article structure
includes a review of luxury fashion, brand identity, research methodology, findings
and discussion based on client interviews, and a case study of Tommy Hilfiger.
2.
Literature Review
The research focuses on the diverse nature of luxury, looking at it from different
perspectives, including social, economic, and subjective. Luxury is difficult to define,
in the case of luxury fashion it is not a material object, but a concept inextricably
Brand Identity in Luxury Fashion: Tommy Hilfiger Case Study
49
linked to society values and human goals (Anderson, 2015, p. 574). Luxury is socially
perceived as a status symbol and a way of signalling money and power (Kim et al.,
2018; Nave et al., 2018; Walasek et al., 2018). Economically, luxury is considered
in terms of its significance in market differentiation (Faccioli et al., 2023) as well
as its capacity to command premium pricing due to perceived exclusivity (Som &
Blanckaert, 2015). The psychological components of luxury impact how luxury items
meet emotional requirements such as the desire for individuality, self-expression,
and personal fulfilment (Nave, 2018). One of the primary arguments is the subjective
nature of luxury. What is considered luxurious varies greatly depending on individual
preferences and cultural circumstances. This subjectivity makes luxury a complex and
dynamic notion that is constantly redefined by consumers and the market.
Brand identity is an important component of a luxury brand’s strategy, acting as
the foundation for the brand’s image, values, and consumer perceptions. Kapferer
(2003) provided a more precise definition of brand identity. His Brand Identity
Prism proposes that each brand should build its identity in six dimensions: physical
appearance, personality, culture, relationship, customer reflection, and customer
self-image.
Physique encompasses the brand’s tangible features, such as its colour palette,
design, packaging, and logo. These characteristics constitute the core of the brand’s
identity and are inextricably linked to its archetype, which communicates the
brand’s excellence.
Personality describes a brand’s character or personality features, which are
typically human-like. A brand’s personality is shaped by its communication, which
serves as the means for conveying information about its products or services,
frequently personifying them in human terms. In brand identity, these characteristics
develop from within the brand. Brand personality and customer self-image are
inextricably intertwined, as customers frequently identify with a brand section that
represents these characteristics.
Culture shows the values, beliefs, and standards that the brand supports and
promotes. Brand culture serves as a company’s ethical guide, that influences the way
it provides meaningful experiences to employees and customers. It also influences
the values behind all brand expressions, customer interactions, and internal
decisions. Culture is critical to distinguishing brands from competitors and ensuring
a brand’s distinctiveness, as it embodies the basic concepts that characterise its
products and services. This dimension displays a brand’s history, core values, and
underlying beliefs, making it easier to identify the strongest companies.
Relationship describes a brand’s emotional connection with its customers, as
well as how it communicates and interacts with them. A company’s marketing
culture is crucial since it is strongly ingrained in the company’s entire culture and
manifests itself through customer interactions. Some customers may link to a brand
primarily through economic variables such as cost and income, whilst others may
connect with a brand by values such as care, trust, and partnership.
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Julia Dombrowska
Customer reflection describes how consumers perceive themselves in relation
to the brand and the impression they make when using or associating with it.
Customer reflection is frequently confused with the target market (Kapferer, 2003).
However, it focuses on how buyers picture themselves using a certain product.
Consumers use distinct brands to define and express themselves. For example,
consumers may look for a product that they believe will raise their social status.
Customer self-image describes the ideal self-perception that a brand wants its
customers to have when they interact with it or use its products. Understanding
customer self-image necessitates identifying the characteristics with which
consumers identify and the qualities they want to see reflected in the company
and its products. Self-image is a collection of personal ideas, thoughts, and feelings
about oneself as they relate to other objects within socially determined bounds
(Onkvisit & Shaw, 1994).
Brand identity is a crucial component of luxury fashion; therefore, multiple
methods of conveying brand identity to customers have been created. An example
of such practice is price anchoring which is very effectively used by Hermès to create
the sense of scarcity and make the product more appealing resulting in a higher
price. Luxury brands are made of “time, space and blood” (Kapferer, 2008), the
essence of a perfect luxury brand. Heritage and craftsmanship are essential to brand
image and its cultivation, and the consistency in representation of the brand creates
a strong brand image. Celebrity branding has become increasingly popular over the
years (Khatri, 2006). Advertisers use celebrities to promote a positive image of the
brand and increase the campaign’s reach (Johnson et al., 2023). Marketing experts
use celebrity endorsements to create a unique brand identity and increase brand
awareness. While this strategy can be costly, it is now viewed as a powerful strategic
tool to maximise profit. Iconic products are another strategy used by companies
use – creating one involves delivering a highly popular item to a certain audience,
such as our luxury fashion customers. Iconic products are typically characterised
by exceptional performance, innovative design, excellent quality, and distinctive
features that appeal to their target market. They frequently create a sense of
devotion and unity in their fans, who passionately advocate for the product. Brand
extensions are a marketing tactic when a company uses a well-known brand name
for a new product in the same or different industry. Launching a new product under
a well-known corporate brand may get support from its current, loyal customers
(Voyer, 2023). This technique, also known as ‘brand stretching’, conforms to the
ideals of the parent brand or established business, serves a similar customer base,
and attracts new business by entering a new market. Brand extension provides
organizations with access to new markets and consumer segments. Luxury
retailers are increasingly focusing on creating memorable brand experiences to
meet consumer demand (Klein et al., 2016). Pop-up brand stores are temporary
locations that are often open only for a few weeks, with the objective of giving
consumers more affordable access to luxury brands (Bianchi, 2023). Their objective
Brand Identity in Luxury Fashion: Tommy Hilfiger Case Study
51
is to provide customers with unforgettable brand experiences through hedonic
purchasing value, a unique retail concept, and a pleasant environment. In fact, one
of the primary distinguishing features of pop-up brand stores is their mission: by
emphasising the creation of consumer experiences, luxury brands hope to increase
brand awareness among both current and potential customers by encouraging
word-of-mouth referrals rather than selling merchandise.
3.
Research Methodology
A qualitative research approach was used to acquire in-depth insights into client
perceptions of luxury and brand identity. The methodology section describes
the process of conducting structured interviews with six people: five luxury
brand customers and one sales representative. The decision to apply qualitative
approaches, particularly thematic analysis, is explained as necessary for investigating
the complicated and subjective character of luxury brand identity.
In the first phase of the research, a critical literature study was conducted to
investigate several characteristics of luxury fashion brands, such as psychological
aspects, market dynamics, brand identity, and differentiation strategies. After
identifying research gaps and developing research challenges and objectives,
a qualitative research technique was created. The next step was to prepare and
conduct interviews with carefully designed questions that addressed the research
objectives. Following the interviews, comments were recorded, and the research
was written, culminating in the presentation of findings, contributions, study limits,
and future research objectives.
A qualitative research approach was chosen over a quantitative one in order to
acquire a thorough understanding of how customers perceive luxury, the reasons
for their purchases, and the strategies used by luxury fashion firms to engage them.
The emphasis was on acquiring interpretive knowledge rather than simply learning
facts. Purposive sampling was applied to choose a diverse sample of six participants,
including one luxury fashion sales professional and five clients with varying levels
of interest in high-end clothing. Structured interviews were conducted to obtain
precise information about brand identification and exclusivity in luxury fashion. The
obtained data were analysed thematically to uncover patterns and topics linked to
brand identification and exclusivity.
4.
Findings
The answer to the question of what is the understanding of brand identity among
customers is that most customers understand the fundamentals of brand identity
instinctively; they realise that each brand is unique and can perceive how the brand
displays itself as a specific look. However, when asked about their favourite brand,
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they acknowledge its uniqueness but struggle to articulate why. Interviews revealed
that customers do not fully realise that part of a brand identity is how they perceive
themselves when using the brand’s products. One respondent suggested they
would like their body type represented by the brand they purchase from, implying
that a lack of representation may drive customers away. Consumers have difficulty
understanding parts of a brand’s identity that relate to its self-image and reflection,
despite understanding the cultural aspect.
When it comes to the influence of brand identity on the perception of luxury
fashion brands, luxury fashion brands are distinguished by their high prices and
exclusivity. Brand identity is critical in determining the perceived worth and quality
of these brands. Elements such as logo design, packaging, marketing materials, and
in-store encounters convey a sense of high quality and craftsmanship. According
to a sales associate, brands use specific procedures to create an exclusive client
experience, and strong brand identification is typically used to represent the
exclusivity that premium brands require. Effective techniques include limited
editions, celebrity endorsements, and exclusive events to increase a
brand’s
attractiveness and status. Luxury fashion brands with engaging identities can
elicit powerful emotional responses, such as enjoyment and confidence, resulting
in deeper connections with customers. Storytelling, history, and brand values
help engage customers and strengthen their connection with the brand. Luxury
companies can stand out in a competitive market by using unique design elements,
consistent branding, and memorable advertising. Positive brand identity increases
loyalty and word-of-mouth advocacy, which improves overall market perception.
Brands with strong identity, such as Maison Margiela, are seen as leaders and
innovators, gaining a loyal following and increasing their position as trendsetters in
luxury fashion.
Finally, to answer the question of what impact brand identity has on customers,
a strong brand identity generates an emotional bond with customers, making
them feel part of the brand. This intimate connection can lead to long-term loyalty
and engagement. Even if buyers are unaware of the concept of brand identity, it
shapes their expectations for the brand experience. Consistent and positive brand
experiences reinforce these expectations, leading to greater customer satisfaction.
Furthermore, brand identity conveys dependability and integrity, providing the
appearance of trust. Most importantly, as noted several times throughout the
research, it fosters loyalty, which is critical for businesses seeking to establish
a deep emotional bond with their customers. Consumers make better purchasing
decisions when they understand the identity being communicated to them. As
a result, customer happiness with the purchase leads to loyalty and an emotional
tie with the brand.
Additionally, participants have differing opinions on what constitutes luxury.
Some associate it with high pricing and exclusivity, while others emphasise quality,
craftsmanship, and tradition. This variance highlights the subjective character of
Brand Identity in Luxury Fashion: Tommy Hilfiger Case Study
53
luxury, which was covered in the literature review. The key motivators for new
purchases are the product’s visual appeal, the desire to own it, and the need to
replace existing products. While most consumers feel satisfied with their purchases,
some feel no emotions at all or even negative ones, such as worry. Only a small
percentage of participants were identified as loyal customers. Interviewees
emphasised the relevance of brand identity in purchasing decisions. Social media was
identified as an important tool for staying current on trends. However, participants
voiced concerns about product quality and loyalty, with scandals potentially driving
them away from their preferred brands. Most clients care about ethical concerns,
social issues, and environmental sustainability.
Unique designs, brand image, innovation, and craftsmanship were all regarded
as important aspects of brand identity. Effective branding strategies include
appealing models, images, and event-based marketing. Participants were divided
on whether brands should attract new audiences or stay loyal to their core clients,
as well as on the concept of brand expansions. Heritage and craftsmanship indicate
quality, and consumers believe that brand identity should be constant over time.
Brand associations were seen positively if they aligned with the brand’s values.
Participants also stated they are willing to buy cheaper products if they are of good
quality, and many believe that luxury fashion products are frequently overpriced
and require justification. Visual appeal and quality are important elements in
purchase decisions, and while cult products are sometimes beneficial, some people
avoid them to maintain their individuality.
The typical buyer for premium and luxury fashion labels is aged 30-60, with
disposable income. Employees at the studied brand are trained to successfully
communicate the brand’s identity to clients. This training, combined with
communication through multiple media, helps the brand connect with its
customers. Loyal clients seek classic, timeless goods that reflect both the brand’s
and their own identities. Sales representatives adhere to a standardised method to
enhance the customer experience, creating a sense of exclusivity and luxury. The
store environment is designed to clearly communicate the brand’s identity, allowing
even new customers to understand what the brand represents.
To retain exclusivity, the company restricts its sale offerings and employs
a membership club to reward loyal consumers with incentives such as birthday
discounts, early access to promotions, and personalised offers. Sales personnel
are trained to respond to any price or quality complaints, assisting clients in
understanding the value of the brand’s pricing. Celebrity endorsements have
proven to be highly effective in strengthening brand identity. These endorsements,
combined with high-quality craftsmanship, expensive materials, limited availability,
and positioning products as status symbols, make up the most successful branding
strategies. Pop-up events are extremely popular, allowing customers to connect
with the brand. Partnering with organizations that promote ethical and sustainable
practices gives the impression of transparency, which appeals to customers. Certain
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Julia Dombrowska
popular items are republished annually, generating a consistent income stream. The
most loyal consumers are identified by their regular, repeat purchases which are
bolstered by the membership club, promoting a sense of belonging and community.
Most customers do not pursue studies related to business or economics, so it is
unfair to expect everyone to understand business concepts. However, even without
formal knowledge, they subconsciously grasp brand identity through their experi
ences with the brand.
5.
Conclusions
The research emphasises the complexities of the luxury market, where brand
identity is more than simply a marketing tool; it is an essential component of what
makes a business really luxurious. The study adds to the scholarly dispute on luxury
branding by examining how brand identity influences consumer perceptions and
behaviours in this industry.
The study included interviews with an industry professional and luxury fashion
consumers to gain knowledge of brand identity from the viewpoints of customers
and personnel. The findings show that most buyers intuitively grasp brand identity
but fail to describe what distinguishes each brand. They also fail to recognise how
brand identity mirrors their self-image. The study verified the importance of brand
identity in producing value and building consumer relationships, with variables
such as logo design, packaging, and marketing methods influencing perceptions of
quality and exclusivity.
Luxury companies with strong identities create pleasant emotions like
contentment and confidence, increasing consumer engagement. Strong brand
identities help these companies stand out in a crowded market, increasing loyalty
and advocacy. A strong brand identity fosters an emotional connection with
customers, resulting in long-term loyalty and increased satisfaction. Consistency in
brand identity increases trust and credibility, making it easier for people to choose
and stick with a company.
The study also revealed significant limitations, such as the limited availability
of luxury consumers in Poland and the requirement to include people from the
United Kingdom. Future research should delve deeper into the complexity of brand
identification, such as its influence on consumer behaviour and loyalty, as well as
transparency in sustainability and ethical standards in luxury apparel. Addressing these
gaps could provide significant insights into academic and commercial practices.
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Tożsamość marki w modzie luksusowej: studium przypadku firmy Tommy Hilfiger
Streszczenie:
Istotnym aspektem rynku mody luksusowej jest tożsamość marki, za czym idą relacje z kon
sumentami. Pomimo znaczenia, tożsamość marki w branży odzieży luksusowej jest niedostatecznie zba
dana. Większość badań koncentruje się na szerszych technikach marketingowych i wynikach finanso
wych, pomijając istotność kreowania tożsamości firmy. W niniejszym artykule zdefiniowano luksus
w kategoriach historycznych, psychologicznych oraz ekonomicznych. Autorka skupia się również na za
chowaniach konsumentów i segmentacji rynku, odnosząc się do dużych graczy, takich jak LVMH i Chanel,
oraz bada segmentację rynku. Analizuje lojalność konsumentów i rolę tożsamości marki w kształtowaniu
percepcji poprzez symbolikę, dziedzictwo i ekskluzywność. Badanie obejmuje trzy zagadnienia: zrozumie
nie przez klientów tożsamości marki, jej wpływ na postrzeganie marek luksusowych oraz oddziaływanie
na klientów. Podejście jakościowe, które obejmowało wywiady z przedstawicielem handlowym i klienta
mi z branży modowej, pokazało, że konsumenci rozumieją tożsamość marki w niewielkim stopniu i nie
potrafią jej opisać. Wyniki pokazują, że silna tożsamość marki sprzyja więziom emocjonalnym, lojalności
i wsparciu, wpływając w ten sposób na oczekiwania i satysfakcję klientów. Dostępność w Polsce luksuso
wych konsumentów i placówek handlowych jest bardzo mała, dlatego w badaniu uwzględniono uczest
ników zarówno z Polski, jak i z Wielkiej Brytanii.
Słowa kluczowe:
tożsamość marki, moda luksusowa, perspektywa konsumenta, strategie identyfikacji
marki
