LUXURY FASHION BRAND'S PERSONALITY

Brand personality is a set of human demographic characteristics like age, gender and race, lifestyle characteristics like activities, interests and opinion, and personality traits such as extroversion, sentimentality and dependability. The reason why this concept is important to marketers is the fact that people buy brands with personality they find appealing, and because it is proven that people with certain characteristics buy brands whose personality is congruent with their own. Therefore, marketers must make and keep personality of their brands inside of the frame that their target market finds attractive. Different from previous research, in this paper the concept of brand personality is tested on the luxury fashion brands. Based on the previous research, the authors developed the questionnaire, as well as conducted a survey on a sample. Collected data were analyzed by factor analysis. In total thirty-eight characteristics grouped into the five following factors (dimensions), proved to be significant for describing personality of a luxury fashion brand: Magnificence, Power, Excentricity, Modernity, and Arrogance. The paper gives an overview of brand personality and brand luxurity concepts, and - grounded in the empirical evidence - brings insight into how Croatian consumers de thorn ne dimensions of the fashion luxury brand's personality. The results can help marketing managers in more efficient fashion luxury brand's management.