STATUS BRAND MANAGEMENT AND GIFT PURCHASE: A DISCRIMINANT ANALYSIS

The study identifies major factors that contrast gift decisions for different status signature clothes. Gift buying represents a significant proportion of purchases in many product classes and is a pervasive retail consumption pattern. Specialty clothing retail sales surpassed the $9 billion figure in 1983. Factors that discriminate status brands for gift purchases can be used to develop market strategies to increase purchases. Strategies are provided for brand managers, fashion marketers, and store buyers to better meet consumer needs and wants in the gift‐buying process.