Consumer perceptions towards brand image and identity of luxury brands in urban South Africa

Abstract

This research addresses the perspective of consumers’ brand image and identity with special reference to luxury brands in South Africa’s high urban cities. Set within the context of a burgeoning luxury market that marries local cultural significance with international prestige, the study explores the connection between luxury brand status and exclusivity, as well as cultural identity. This is a qualitative study with six urban South African participants (one Gen Z and five Millennials) from diverse racial backgrounds who were interviewed semi-structuredly. The research was inspired by high-end South African brands with an emphasis on culture, such as Rich Mnisi and Thebe Magugu. Luxury brands and social status, the importance of exclusivity in retaining brand loyalty, and the significance of brand identity to local culture are some of the major themes that are investigated in this study. This study shows how much the distinctive South African feel can add to the allure of luxury brands, which are often associated with exclusivity and prestige. Notably, generational divides surfaced with younger consumers undermining traditional brand positioning strategies by placing a higher value on luxury experiences than on conventional displays of wealth. These findings encourage a focus on striking a balance between cultural significance and international luxury standards, which has important ramifications for both domestic and foreign luxury brands entering or growing in South Africa. The study hence offers a nuanced perspective on luxury branding in an emerging market, though it falls short due to a small, city-centric sample size and a narrow focus by exploring only luxury fashion brands. Future research might use broader demographics, rural consumers, and other luxury sectors. Through an analysis of social standing, exclusivity, and cultural identity, this investigation adds to the discursive landscape of luxury branding, providing a platform upon which brand identities can be formed for South African consumers.