Although the preceding literature highlights some of the influences on consumers buying
luxury brands of children’s apparel, no previous research has attempted to provide a clear
picture on the influence on parents’ decision to buy luxury brands for their infants. This
paper serves to fill this gap. From a consumer behaviour perspective this is intriguing
because it represents a situation where the user is neither the buyer nor the influencer.
The focus in this study is based on a research question and two hypotheses. The research
question is detailed as:
RQ1: what are the parent's motives behind consuming luxury brands of clothing for their
infants?