The findings indicate that the perceived worthiness of price and investment in luxury fashion products strongly and positively lead to a stronger bond between the luxury fashion brand and gay subcultural consumers. The results also found that gay subcultural customers mainly purchase luxury fashion products regardless of a product’s quality and design. The primary concerns are the capability of products to fulfill their desired enjoyment and to enhance their expression of self-identity in society. For managerial implication, there are a number of recommendations, such as proposing to plan value strategy that emphasizes consumers’ perceived economic value for strengthening brand relationship with gay subcultural consumers.